Ping Identity survey finds Aussies distrust identity security

A recent consumer survey conducted by Ping Identity reveals that 87% of Australian consumers are concerned about identity fraud and the implications of artificial intelligence (AI) on their identity security. The survey, which sampled 1,000 individuals, highlights that only 7% of Australians have full trust in organisations managing their identity data.

The data underscores the increasing demand for seamless digital experiences, with 73% of respondents expressing the need for changes to how they log in to apps and websites. A significant 88% have complaints about passwords, and 60% admit to having too many to keep track of. Security, ease of use, and privacy or consent are top concerns for consumers when interacting with online brands, each cited by 77%, 77%, and 66% of respondents, respectively.

More than half of the participants (55%) reported ceasing to use an online service due to frustrations with login processes, with healthcare apps identified as having the most room for improvement. Additionally, multi-factor authentication (53%), one-time logins (50%), and biometrics (36%) are perceived by consumers as both secure and convenient methods of enhancing digital security.

The survey also highlights the extent of consumer concerns surrounding identity fraud. A vast majority (96%) are uneasy about their personal data being online, aligning with the low trust levels in organisations. Furthermore, one-third of the respondents have fallen victim to identity fraud, with financial identity fraud (19%), account takeover (8%), and impersonation (7%) being the most common types of fraud experienced. Spam calls are also a frequent annoyance, with 29% receiving them daily.

Despite the potential advantages of emerging technologies such as AI and decentralised identity (DCI), hesitations remain prevalent among consumers. An overwhelming 84% expressed barriers to adopting a digital wallet on their personal mobile device, with fears of losing their phone (52%) and increased security risks from cyber-attacks (43%) being the predominant concerns. Similarly, lack of transparency (54%) and increased security risks (52%) are common apprehensions associated with AI.

Even though 36% of consumers use AI in their personal or professional life, 69% still prefer to interact with a human for support, even if it prolongs the process. This sentiment points to a clear trust deficit in AI's capability to securely manage personal identity data.

Commenting on the findings, Ashley Diffey, Vice President Australia and New Zealand at Ping Identity, stated, "Today's challenging economic times leave no room for complacency. The companies that will survive and thrive are those that consistently provide customers with a seamlessly secure digital experience. By harnessing new technologies such as AI and digital credentials to personalise experiences and empower control, businesses can shape a future where login burdens are few and trust in personal identity security is commonplace."

The survey's results, collected during winter 2024, are based on responses from a nationally representative sample of Australian consumers across various age and gender demographics. The findings highlight the prevalent concern among Australians towards identity security and the need for enhanced digital experiences.