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Data Sharing, Added Security Steps Drive Consumers to Shop Elsewhere

Digital Strategist Chris Hood
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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:
The full details of the survey can be found here.
Copyright © 2021 Informa PLC Informa UK Limited is a company registered in England and Wales with company number 1072954 whose registered office is 5 Howick Place, London, SW1P 1WG.

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