21% of Gen Z and 16% of Millennials report being less concerned about online security than they were five years ago.

1 in 4 (23%) consumers said having loyalty or rewards points on the line would influence their decision to remain a customer

33% of Millennials say they use a different password for every account as a measure to help themselves from being hacked.

Most consumers (68%) expect small businesses to maintain the same level of digital security as large corporations or better.

37% of Gen X and Boomers say they don't save their credit/debit card information in brand accounts as a measure to help themselves from being hacked.

7% of Gen X and Boomers report being less concerned about online security than they were five years ago.

The majority (67%) of consumers believe that their personal information is already on the dark web.

Sectors like social media (28%), hospitality (22%), and automotive (13%) face a steeper path to consumer confidence regarding data trust

Financial institutions (57%) score highest on trust when it comes to collecting and using customer data.

Only 23% of consumers say they fully understand how their data is used.

62% of consumers feel like they have "become the product".

59% of consumers are uncomfortable with their data being used to train AI systems.

42% read consent banners always or often before sharing their data.

Nearly half of respondents (46%) say they accept cookies less often than three years ago.

Public institutions (49%) also score high on trust for data collection and use.

When customers decide whether to create an account with a brand, 74% prioritise a company's reputation and trustworthiness.

More broadly, 60% of survey respondents are concerned about the impact of AI on the privacy and security of their digital identities.

38% of respondents believe human oversight to review or approve AI agent decisions would increase trust.

44% of those who would not use AI agents state, “I don’t trust AI agents with my personal data”.

72% of customers care about security when deciding whether to create an account with a brand.