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Data Sharing, Added Security Steps Drive Consumers to Shop Elsewhere

A new survey finds most shoppers will stop a transaction if asked for too much personal information or to complete many security steps.

Consumers don’t have much patience online and will abandon a brand if they aren't able to balance convenience and privacy, new research shows.

A survey from Ping Identity finds 77% of consumers say they have abandoned or stopped creating an online account for a variety of reasons, including being asked to provide too much personal information (40%), needing too much time to enter info (33%), and too many security steps (29%).

The research also finds 56% have abandoned an online service when logging in was too frustrating and 63% are likely to leave an online service for a competitor who makes it significantly easier to authenticate their identity.

Other highlights include:

  • 44% admit to weak password practices, including making a minor change to an old password (29%) or reusing a password from another account (15%)
  • 72% have manually adjusted their profile settings to control privacy
  • 60% have dropped an account over privacy concerns

The full details of the survey can be found here.

Editors' Choice
Jai Vijayan, Contributing Writer, Dark Reading
Chris Jacob, VP, Threat Intelligence Engineering at ThreatQuotient
Robert Lemos, Contributing Writer, Dark Reading