Security News > 2023 > June > Most people are aware of their data trails, but few know how to deal with it: Okta study

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Approximately 71% of respondents to a survey of identity and access management company Okta's first Customer Identity Trends Report said they are aware that their online activities leave a data trail.

The study said that given the strong competition for customer attention, "Findings suggest that brands that want to build long-term customer loyalty should be transparent about what data is needed and how it's used to power a private, secure, and convenient experience, and should provide customers with tools to manage their preferences."

Difficulty accessing accounts is widespread. Americans are frequently having trouble accessing their accounts, with over a third of Okta survey respondents saying that at least once a month they could not access an account because they forgot their username or password.

The majority of Americans believe that it is important that they have control over their data when interacting with a brand online and 65% said they are more likely to spend money if they know the log-in process is simple, secure and frictionless.

For all industry verticals, the percentage of Americans wanting data control is above 80%. The majority of Americans said that it is important that they have control over their data when interacting with a brand online.

News URL

https://www.techrepublic.com/article/okta-customer-identity-trends/