Sydney  – September 26, 2024 – Ping Identity, a leading provider of seamless and secure digital experiences, 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.”

Read the full survey here: The Great Technology Wave: Overcoming the Fear of Unknowns for Improved Digital Experiences

Methodology

The findings detailed in this report were collected during winter 2024 and are based on responses collected from 1000 Australians consumers about their personal experiences and beliefs surrounding identity security.  Consumers were nationally representative in terms of age and gender.

About Ping Identity

Ping delivers unforgettable user experiences and uncompromising security. We make crafting digital experiences simple for any type of user—partners, customers, employees, and beyond. We are anti-lock-in. That means integration with existing ecosystems, clouds, and on-prem technologies is simple. Out-of-the-box templates let businesses leverage our identity expertise to give their users frictionless experiences. Whether they’re building a foundation of modern digital identity, or out-innovating their competitors with cutting-edge services like digital credentials, AI-driven fraud prevention and governance, Ping is the one-stop shop for game-changing digital identity.