Akamai, publishes a new study that reveals that cyber security is one of the main brakes on French consumers’ trust in online distribution.
The survey shows that the majority (60%) of people who buy online would stop shopping at a retailer if they were the victim of a cyber-attack, and that half of them (48%) do not rely on retailers for to ensure their personal safety. data. These results come amid economic uncertainty, with retailers coming under increasing pressure to attract and retain customers. Retail sales volume fell by 1.6% in August 2022, continuing a downward trend since summer 2021 (source: ONS).
Consumers are getting used to constant cyber security threats, 61% of people who have ever shopped online have reportedly experienced an attack attempt in the past year. This is reflected in the latest global data from Akamai’s Intelligent Platform, which shows that web application and API attacks in the retail sector increased by 301% between July 2021 and July 2022.
Almost half of respondents (52%) say they believe their personal data is likely to be exposed in an attack within the next twelve months.
The link between cyber security and online shopping is clear: 64% of online shoppers said they assess the level of security on a retailer’s website before making a purchase, and almost all consumers (84%) said they would abandon their shopping cart if a site didn’t work Safely enough. 60% also said they would tell their friends not to shop at a retailer again if they had been the victim of a cyber attack. When it comes to user experience (UX), the survey found that 71% of people would rather protect their personal data than have a personalized online shopping experience.
When asked what method retailers should use to secure their customers’ data, half (54%) of online shoppers in France expect retailers to invest heavily in data protection and security rather than conducting customer awareness campaigns (37%).
“With cyber attacks on the rise, it is important for retailers to ensure that their customers feel safe while shopping online. In this time of economic uncertainty, many retailers may be tempted to cut their budgets. This study shows that cyber security is a area where they can’t afford to cut corners. Consumers are ready to abandon retailers because of poor cybersecurity,” said Richard Meeus, director of technology and security strategy EMEA at Akamai.
All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2,029 French adults, of which 1,905 had already shopped online. The fieldwork was carried out between 31 August and 1 September 2022. The survey was conducted online. The figures have been weighted and are representative of all UK adults (aged 18+).