Okta, the independent identity provider, announced key findings from its European Customer Identity Survey 2024. The comprehensive research, encompassing responses from over 4,000 consumers across the UK, Germany, France, and the Netherlands, sheds light on the escalating concerns regarding digital identity theft and the dual role of AI in both advancing and complicating digital security.
The survey reveals that a staggering 93% of consumers are apprehensive about digital identity theft. This rising concern is attributed to the increasing frequency of cyberattacks (39%) and the expanding capabilities of AI (28%). Over the past year, 54% of respondents have heightened their vigilance concerning their digital footprint due to these growing threats.
Interestingly, the majority of consumers believe that while AI offers significant advantages, it also introduces new vulnerabilities. Over half (56%) think that AI has made the online environment less safe, and 59% feel it has heightened the risk of digital identity attacks. Regional differences are notable, with 51% of French consumers expressing high levels of concern, compared to 37% in the UK, 36% in Germany, and 29% in the Netherlands.
Okta’s 2024 European Customer Identity Survey – Key Findings
Increased Vigilance but Persistent Breaches
Despite improved awareness and practices, nearly two-thirds (66%) of those surveyed know someone personally who has had their personal details hacked. This underscores the necessity for advanced security measures and continuous monitoring. A significant portion (43%) now employs different passwords for every online account, yet 11% still rely on the same password for all their accounts.
The Dutch’ worries about their digital security shows in their handling of passwords. Only 8 percent use the same password for all accounts. This is considerably lower than in France, for example, where this number sits at 16 percent. Almost half (49 percent) of the Dutch use unique passwords or a password manager. This care seems to be paying off. Only 33 percent of Dutch people say they have ever been hacked, compared with the UK (38 percent), France (39 percent) and Germany (41 percent).
Financial Services Sector as Prime Target
Consumers consider online banking to be the top target for cybercriminals (57%). However, they are significantly less worried about social media and workplace accounts, other common targets for cybercriminals. Only 7% of consumers think their social media profiles are primary targets for cybercriminals, despite it being a source of personal details, and 2% thought the same of their workplace accounts.
Challenges in Secure Login Management
A notable 72% of respondents report frustration with the complexity of logging into their online accounts, highlighting a significant area for improvement. Despite this, 49% would be willing to spend more money if the login process was simple, secure, and frictionless. Moreover, 42% are comfortable with businesses using AI to make the login experience easier, faster, and more secure.
However, British consumers face some common obstacles. 77% report frustration when logging in to their online accounts. This comes even though over half (55%) of respondents would likely spend more money if the login process was simple, secure and frictionless. Notably, 41% of respondents are comfortable with businesses using AI to make the login experience easier, faster and more secure,
European Customer Identity Survey 2024: Collaborative Responsibility
Nearly three-quarters (71%) of consumers plan to improve their digital identity strategy to get more secure. While 45% view it as a personal responsibility, 26% believe in a shared responsibility between individuals, businesses, and government entities. This collaborative approach is deemed essential for creating a secure digital ecosystem.
Nearly three-quarters (73%) of British consumers plan to improve their digital identity strategy to get more secure and consider protecting their online identity as a matter of personal responsibility (53%). A quarter (25%) believe in a shared responsibility between the individual, government and businesses for protecting online identity.
Business Leaders Need to Evolve
“Identity is the entrance to any experience in a digital-first world. With 80% of cybersecurity attacks stemming from credential abuse, identity-based attacks have become a top method for bad actors,” stated Matt Ellard, SVP, GM EMEA at Okta. “Business leaders need to evolve quickly to adopt a rigorous security strategy and work culture to future-proof their organization in the era of AI”.
The survey, commissioned by Okta and carried out by the international market research agency Cint, gathered insights from a diverse pool of respondents, including consumers from various age groups and demographics. These include 1,019 in the United Kingdom, 1,021 in Germany, 1,012 in France and 1,001 in the Netherlands. The broad geographical scope and respondent diversity of the survey underscore the universal relevance of digital identity concerns and the critical need for effective solutions.
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