20% of Millennials say they froze their credit as a measure to help themselves from being hacked.

21 % of Gen X and Boomers say they froze their credit as a measure to help themselves from being hacked.

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.

26% of Gen Z consumers say they froze their credit 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.

31% of consumers say they check that the website has a padlock icon before visiting and/or purchasing anything as a measure to help themselves from being hacked.

35% of consumers say they use a credit monitoring service as a measure to help themselves from being hacked.

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

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

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

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

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

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.

68% of users admitted to reusing passwords across multiple accounts.

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

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

More than half of Gen Z and Millennial respondents view passkeys as convenient.