Security News > 2021 > July > Consumer attitudes towards various digital identity authentication methods

With concerns around online fraud and identity theft rising, consumers expect businesses to utilize new technologies to protect them online.

The research revealed positive attitudes towards a number of newer methods of identity authentication amongst consumers in China, the UK and the U.S. Almost three quarters of people said they feel secure when they are asked to log into their bank account to verify their identity for other online services.

"People are demanding more from online brands when it comes to their online security and they're expecting greater variety and choice in how they verify their identity when opening new online accounts," said Zac Cohen, COO at Trulioo.

Nearly half of all consumers believe that online brands are ultimately responsible for protecting them from online fraud and identity theft, and 32% feel that the onus lies with their bank or credit card company.

The research explored opinions on which identity authentication measures feel the most secure and convenient when creating a new online account.

Cohen concluded, "After a year of digital upheaval, this research highlights the need for online brands to re-think their online security strategies to address rising consumer concerns around online fraud and identity theft. Businesses need to demonstrate that they are doing all they can to protect customers while also delivering as seamless an onboarding experience as possible. This means offering a choice of secure and convenient identity verification methods, with clear and transparent communication on why they are requesting data or pass codes at each stage of the process."

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