Global Survey from Ping Identity Shows Consumers Are Abandoning Brands After Data Breaches

Three-Quarters of Consumers Would Stop Engaging with a Brand Online
Following a Breach; Half Would Not Sign Up for an Online Service that
had Recently Been Breached

DENVER–(BUSINESS WIRE)–Ping
Identity, the leader in Identity Defined Security, today
released results of the Ping Identity 2018 Consumer Survey: Attitudes
and Behavior in a Post-Breach Era, unveiling consumer sentiments and
behaviors toward security and brands impacted by data breaches. Ping
surveyed more than 3,000 people across the United States, United
Kingdom, France and Germany to find out what they expect from brands
when it comes to the safekeeping of personal information. The survey
reveals many consumers are making drastic changes to the ways they
interact with companies and secure their own personal data following a
breach:

• 78 percent of respondents would stop engaging with a brand online and
  more than one third (36 percent) would stop engaging altogether if the
  brand had experienced a breach.
• Nearly half (49 percent) would not sign up and use an online service
  or application that recently experienced a data breach.
• Almost half (47 percent) have made changes to the way they secure
  their personal data as a result of recent breaches and over half (54
  percent) are more concerned with protecting their personal information
  today than they were a year ago.

“With the prevalence of data breaches and leaks, enterprises must have
the proper controls in place or they become at risk of losing consumer
trust and business,” said Sarah Squire, CTO Office, Ping Identity. “In
the same way that brands are expected to provide user-friendly
experiences, they also must understand the value and importance of
strong identity management strategies.”

Added Squire, “The findings from our 2018 survey reveal the extent to
which consumers value security and rely on the brands they interact with
to provide a layer of protection when it comes to their identity and
personal information.”

Younger Generation Has Higher Trust in Brands

Ping found the greatest discrepancies in security sentiment and
practices between those under 35 and those over 55. While the younger
generation has greater confidence in brands’ ability to protect their
personal information and is more likely to spend more to ensure their
personal information is protected, the older group guards their
sensitive information more carefully and is less likely to have
experienced financial loss as a result of a data breach.

• 53 percent of respondents under 35 feel confident or very confident in
  online services and applications providers’ ability to protect their
  personal information, compared with 27 percent of those over 55.
• 54 percent of respondents under 35 are willing to input their bank
  information on a website or application, compared with 41 percent of
  those over 55.
• 37 percent of respondents under 35 are not willing to pay anything to
  ensure their personal information is never breached, compared with 62
  percent of those over 55.

Americans are Nearly Twice as Likely to Share Sensitive Information
with Brands

Similarly, differences in consumer security behaviors varied depending
on where they live. Americans are more carefree with their sensitive
personal information; the French are not so confident in brands’ ability
to protect their personal information; the British are the least likely
to have experienced a data breach; and Germans are more likely to
abandon Facebook Connect following the Cambridge Analytica scandal.

• Americans are more likely to share their social security numbers with
  brands than other countries (16 percent, versus 9 percent France, 6
  percent Germany and 4 percent UK).
• The French are the least confident in online services and app
  providers’ ability to protect personal information (38 percent are
  confident or very confident in providers, versus 48 percent U.S., 48
  percent UK and 42 percent Germany).
• UK respondents (15 percent) are less likely to have experienced a
  breach than those in the U.S. (27 percent), France (21 percent) or
  Germany (17 percent). However, of those who have experienced a breach
  in the UK, 42 percent experienced a financial loss as a result (versus
  24 percent in the U.S., 38 percent in Germany and 43 percent in
  France).

“While consumers clearly place a high value on security, the data also
shows that there are limits to how much effort they are going to make or
how much they are willing to pay for it,” shared Garrett Bekker,
Principal Security Analyst, 451 Research. “This suggests that the burden
should fall on vendors and service providers to offer a secure online
experience—and rightly so. Consumers don’t go into a restaurant and
expect to pay more to ensure they don’t get sick. And if consumers don’t
feel secure, the data highlights the cost to vendors in terms of lost
customers.”

For more information on the Ping Identity 2018 Consumer Survey:
Attitudes and Behavior in a Post-Breach Era, click here.

Survey Methodology

Ping Identity surveyed a representative sample of 3,264 adults in the
United States, United Kingdom, France and Germany who are at least 18
years old and use at least one of these online sites or services:
shopping, banking, movie/TV, music, government services, travel or
Uber/Lyft-type apps. Additionally, respondents must have entered at
least one of the following on a website or app in the past 12 months:
address, date of birth, phone number, credit card number, bank
information, social security number or driver’s license number. The
geographic breakdown of survey respondents is as follows: U.S. – 1,004;
UK – 753; France – 754; Germany – 753. The survey was conducted online
between May 21 and May 25, 2018. The margin of error is plus or minus
1.7 percentage points.

About Ping Identity | The Identity Defined Security Company

Ping Identity envisions a digital world powered by identity. As the
identity security company, we simplify how the world’s largest
organizations prevent security breaches, increase employee and partner
productivity and provide personalized customer experiences. Enterprises
choose Ping for our identity expertise, open standards leadership,
partnership with companies like Microsoft, Amazon and Google, and
collaboration with customers like Boeing, Cisco, GE, Kraft Foods,
Walgreens and over half of the Fortune 100. The Ping Intelligent
Identity Platform allows enterprises and their users to securely access
cloud, mobile and on-premises applications while managing identity and
profile data at scale. Architects and developers have flexible options
to enhance and extend their existing applications and environments with
multi-factor authentication, single sign-on, access management,
directory, data governance and intelligent API security capabilities.
Visit www.pingidentity.com.

Ping Identity Corporation

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Contacts

Ping Identity
Candace Flynn, 303-476-0019
candaceflynn@pingidentity.com