Ping Identity survey finds 87% of Australian consumers concerned about identity fraud and security, as AI spurs hesitation

Ping Identity, a leading provider of seamless and secure digital experiences, have published its 2024 Consumer Survey which revealed that 87% of Australian consumers are concerned about identity fraud and have concerns about Artificial Intelligence (AI) impacting their identity security. The data shows the desire for seamless digital experiences is widespread, with 73% wanting changes to how they log in to apps and websites.

The findings underscore heightened expectations around the digital experience, with password frustrations and authentication preferences rising to the forefront:

• 88% have complaints about passwords, with 60% admitting they have too many to keep track of.
• Security (77%), ease of use (77%), and privacy/consent (66%) are top concerns for consumers when interacting with online brands.
• 55% have stopped using an online service because they became frustrated when trying to log in, with healthcare apps offering the biggest opportunity for improvement.
• Consumers are reassured that multi-factor authentication (53%), one-time logins (50%), and biometrics (36%), are perceived as both secure and convenient.

Consumers expressed greater concern over identity fraud as they gain greater awareness of the issue:

• Most (96%) have concerns about their personal data being online, with only 7% having full trust in organisations that manage their identity data.
• 33% have fallen victim to identity fraud, with financial identity fraud (19%), account takeover (8%), and impersonation (7%) being the most common fraud types experienced by respondents.
• 29% receive spam calls daily.

As AI and decentralised identity (DCI) gain wider adoption among businesses, consumers remain hesitant about adopting these technologies that could offer a better and more empowered experience:

• 84% admitted barriers to adopting a digital wallet on their personal mobile device, with common hesitations including loss of their phone (52%) and increased security risks from cyber-attacks (43%).
• Lack of transparency (54%) and increased security risks (52%) were common concerns around AI.
• Despite 36% of consumers using AI in their personal and/or professional life, 69% would still prefer to speak to a human to gain additional support, even if that experience takes longer.

“Today’s challenging economic times leave no room for complacency,” said Ashley Diffey, Vice President Australia and New Zealand, Ping Identity. “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.”