A new survey from Infobip, the global leader in cloud communications for retailers and enterprises, reveals that 64% of Americans feel their information is more at risk during this holiday shopping season — yet 55.4% of Americans admit to doing nothing once a data leak occurs. As the “most wonderful time of the year” unfolds, the results illuminate a host of equally alarming data shaping the cybersecurity landscape as Americans navigate shopping while aiming to avoid fraud and scams. The nationwide survey uncovers compelling data, exposing online consumers’ vulnerabilities and behavioral patterns as they engage in festive e-commerce.
Key survey takeaways and statistics include:
Shopping Security Concerns: The holiday season brings plenty of cheer but also a bounty of concerns. Americans actively consider their personal data when engaging online, with a resounding 93.9% acknowledging its importance. Identity theft (45.6%) and data leaks (32.2%) top the list of security concerns. What’s striking is that 46.7% are not taking active steps to prevent security issues for their personal data, highlighting a critical gap in individual cybersecurity practices.
E-commerce Exposure: More than half (55%) of Americans find it challenging to keep their data safe online, underscoring the pervasive concerns regarding digital security. A sizable majority (74.4%) believe it is increasingly difficult to safeguard their data online, emphasizing the evolving nature of cybersecurity challenges. Notably, 62.6% perceive the online environment as increasingly unsafe due to the growing sophistication of scammers, indicating a deepening distrust in digital spaces.
User Error at Fault: While scammers are leveling up the nuance and believability factor of the fraud they perpetrate, Americans are confessing to lapses in judgment, with 40% admitting to using free public Wi-Fi without proper safeguards, and 29.2% confessing to opening email attachments from unknown senders. A concerning 55.1% admit to utilizing the same password across multiple platforms, exposing themselves to heightened cybersecurity risks. And while 60.2% of respondents use Multi-Factor Authentication (MFA) as an added security measure, a significant 24.6% admit they don’t understand MFA, underlining the need for enhanced user education on cybersecurity measures.
Trust and Retail: In the realm of personal data sharing, 34.6% believe voice is the safest method, closely followed by email (32.7%). A significant 84.7% prefer speaking to a human for customer service, indicating the enduring value of personalized interactions. Notably, only 22.8% feel uncomfortable providing payment information for online retail, but trust is heavily influenced by website familiarity, with 63.1% feeling safest when purchasing from well-known retailer websites.
“These findings underscore the pressing need for businesses to prioritize consumer education and implement robust cybersecurity measures, especially during the holiday season,” said Infobip Chief Business Officer Ivan Ostojić. “Infobip is committed to providing comprehensive solutions that empower businesses to navigate the evolving digital landscape securely and protect the consumers who put their trust in them during the holidays and beyond.”
The newly revealed insights from Infobip’s survey expose a sobering reality — the intersection of the year’s most bustling shopping season and cybersecurity vulnerability. The data paints a vivid picture of heightened concerns among Americans. However, the statistics unveil a multifaceted challenge that transcends mere numbers. It’s a call to action for businesses to prioritize consumer education and fortify their cybersecurity measures – to not only deliver festive cheer but also ensure a secure and trustworthy environment for consumers.
About the survey
Infobip commissioned a survey from Propeller Insights of 1,000 adults, gender-balanced and distributed across age groups from 18 to 65+ in the United States. Propeller Insights is a full-service market research firm based in Los Angeles, using quantitative and qualitative methodologies to measure and analyze marketplace and consumer opinions, extensively across industries. This survey was conducted in November of 2023.
About Infobip
Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact center solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. With over a decade of industry experience, Infobip has expanded to 75+ offices globally. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić.
Recent award wins include:
- Infobip named a Leader in the Omdia CPaaS Universe Report (Nov 2023)
- Infobip named a Leader in the Gartner® Magic Quadrant™ for the Communications Platform as a Service (CPaaS) 2023 Report
- Infobip named a leader in the Juniper Customer Data Platform Leaderboard Report (July 2023)
- Infobip named a Leader in the IDC MarketScape: Worldwide Communications Platform-as-a-Service (CPaaS) 2023 Vendor Assessment (doc #US50607923, May 2023)
- Infobip named a leader in the CPaaS Leaderboard, Juniper Research (Feb 2023)
- Infobip named a leader in the CCaaS Leaderboard, Juniper Research (Aug 2022)
- Omdia Ranks Infobip as Leader in CPaaS Universe Report (May 2022)
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