Australian Consumer Trust Plummets as Security Fears Soar: Ping Identity

A significant decline in consumer trust is gripping Australia, driven by escalating fears over personal data security in an era increasingly shaped by artificial intelligence. New research from Ping Identity reveals that a mere 11% of Australian adults now express “full trust” in the organisations handling their digital identities, a figure that ranks among the lowest globally. This erosion of confidence coincides with a rapid uptake of AI tools, with 61% of Australians now using the technology personally or professionally. An overwhelming 82% of respondents admit to being more concerned about their data security today than they were just five years ago, fueling a strong public demand for more robust authentication methods and stricter government oversight.

Ash Diffey, Vice President ANZ for Ping Identity, commented on the findings, noting that Australian trust in brands is deteriorating as the global economy moves toward a “trust nothing” phase, a trend accelerated by AI-powered fraud. He explained that the autonomy and persuasive power of AI systems are making fraudulent activities harder to detect, which in turn elevates the critical importance of dependable identity verification for both businesses and their customers. Diffey emphasized that the companies poised for future success will be those that prioritize customer trust through transparent practices and an “identity-first” security approach.

The survey highlights several critical areas of concern and shifting public sentiment.

AI Adoption and Security Fears

While AI use is becoming commonplace, security anxieties are growing even faster. A massive 82% of Australians report heightened concern for their personal data security compared to five years ago. The specific threat of AI-driven phishing attacks is the modern scam that worries 42% of people the most, indicating a clear understanding of how new technology is being weaponized by malicious actors.

A Call for AI Regulation and Transparency

Australians are vocal about the need for safeguards but feel inadequately informed. A significant 82% believe it is important for the government to regulate AI specifically to protect identity data online. Furthermore, 34% are concerned about a lack of transparency regarding how AI uses and stores their personal information—a higher percentage than in any other country surveyed. An additional 33% expressed worry about AI programs invading their personal privacy. This uncertainty contributes to a confidence gap, with only 20% feeling very sure of their ability to distinguish a legitimate interaction from a scam.

Biometric Authentication as a Trust Solution

When it comes to rebuilding trust and enhancing security, Australians have clear preferences. Nearly half (47%) report that multi-factor authentication would increase their trust in online brands, while 34% point to biometrics as a top feature that would boost their confidence. This demand is partly driven by personal experience with fraud; 24% have encountered financial fraud and 21% have suffered account takeovers, incidents that stronger verification like biometrics could potentially prevent. Reflecting this, the most desired change to the login experience, cited by 21% of people, is the implementation of more biometric options.

The findings are based on a random double-opt-in survey of 1,000 Australian adults, forming part of a larger global study of 10,500 consumers across multiple nations. The research was commissioned by Ping Identity and conducted by the market research firm Talker Research.

(Source: ITWire Australia)