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More than three-quarters of US consumers strongly agree that companies need to protect their information, a 16% increase over last year, according to a comprehensive study of online consumer behavior.
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The research, conducted by IDology, also shows 71% of Americans say their decision to choose a financial institution would be positively affected if it uses better, more advanced identity verification methods. That’s a dramatic 27% increase over last year, when only 56% of Americans reported the same.
The “Second Annual Consumer Digital Identity Study” is based on 1,499 responses collected by an online survey from Jan. 29 to Feb. 11. Survey respondents are representative of the 225 million people who make up the US online population of 18 years old and older.
Christina Luttrell, IDology’s senior vice president of operations, adds that while consumers say companies need to protect their information, 68% strongly agree it’s also their own responsibility to protect their own personal information.
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