Some Consumers are Aware of Data Privacy, But It’s Not Enough

With the holidays approaching, and with the global pandemic still underway, online shopping is going to be under even more demand than usual in 2020. With all of these transactions online, it would stand to reason that people would be more keen to follow best security practices than ever before. This week, we take a look at how people are staying secure online and whether or not the need for speed outweighs their security and privacy efforts.

The User Experience and How Security Fits

Let’s face it, the majority of Internet consumers have no idea about data security until something terrible happens. Until they get malware, or get their identity stolen, or their accounts hacked, they assume that there is enough built-in security to facilitate any behavior online. This is not ideal, obviously, but there are a small number of people, around 29 percent, that have enough security awareness to avoid certain websites. 

This actually represents an increase in security awareness, and retailers that are now seeing their sales drop due to security concerns are feeling pressure to improve their security, especially considering that this year online retail sales are expected to climb by nearly 30 percent over 2019.

It is a balancing act. While on one hand, consumers demand a certain level of security while shopping online, they also demand superior usability. A streamlined user experience typically gets in the way of comprehensive security. Think about it this way: a third of users will just delete an application if they experience challenges in usability, including login problems. Therefore, businesses need to weigh what type of authentication measures they use. 

Major Privacy Concerns are Troublesome for Consumers

Another issue that is plaguing online retailers, is how their data is used, stored, and managed. Most consumers are at least cognizant of how important it is to keep their personal and financial information protected and are quick to move past retailers that they deem don’t at least consider their privacy. In fact, 70 percent of consumers view their ability to deny developers of certain apps and websites the right to resell their information as a key consideration of whether or not to use that particular site/app. This goes against user practices, however, as nearly three-quarters of consumers will give over some information for a discount. Some consumers will provide a whole profile for as little as five percent off their purchase.

With this in mind, it is left to the business to figure out how to get the information they seek, while also paying attention to consumer’s growing distrust of online data collection. It’s a tough situation for both parties. Many businesses will try to provide discounts on a user’s birthday, but that is only possible if they actively work to collect that information. Some retailers routinely do business this way, but many are starting to find new ways to get more engagement from their customers. 

Every Business Needs to Be Secure

Every single business can use data to their advantage, but with more people concerned about their online privacy than ever before, it is important to have the security protocols in place to allow them trust enough to do business with you. If you are looking for some help with your business’ security, or would like to learn more about the options available to help you find the happy medium between helping your customers protect their privacy, call the IT security professionals at Kornerstone Technology Inc. today at 818-206-6383.