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.

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

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.

22% of consumers say they froze their credit as a measure to help themselves from being hacked.

When faced with data breaches at both a large corporation and a small business, 1 in 3 (34%) Gen Z and Millennials say they would stop shopping with both entirely.

The majority (67%) of consumers believe that their personal information is already on the dark web.

26% of Gen Z consumers say they froze their credit as a measure to help themselves from being hacked.

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

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

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.

59% of consumers are uncomfortable with their data being used to train AI systems.

Nearly half of respondents (46%) say they accept cookies less often than three years ago.

42% read consent banners always or often before sharing their data.

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

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

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

Long signup or login forms frustrate 62% of users.

Nearly a quarter (approximately 25%) of respondents abandon online purchases due to signup or login issues.

70% of users still strongly prefer interacting with humans over AI agents.