Report: Security, data privacy top consumer concerns about digital experiences

New research finds data privacy and security are more of a priority to Australian consumers than a good user interface or cross-channel capabilities

Four out of five Australian consumers claim security issues can affect their online experience with brands, and more than half are worried about data privacy, a new report claims.

The Digital Australia: Understanding the customer experience road trip report was produced by Tech Research Asia and co-sponsored by Sitecore and Microsoft. It found security and data privacy issues ranked higher in importance for consumers than a good user interface, functionality, frequent updates or cross-channel capabilities.

Security was the most highly ranked element of digital interactions for consumers (80 per cent), followed by speed of service (55 per cent). More than 50 per cent also said issues related to data, such as knowing what is captured, where it is stored, how it is used, and whether they can control it – was highly important.

In contrast, only four in 10 of the IT and marketing leaders surveyed believed it was ‘highly important’ to address security this year.

According to the report, 70 per cent of consumers see digital engagement with a company or organisation as either ‘critical’, ‘fairly important’ or ‘mildly important’. In addition, 71 per cent said the emergence of digital channels has had a positive influence on the way they interact with organisations, with 32 per cent noting it was ‘greatly improved’.

The report also found 15 per cent of respondents would still interact with an organisation if the digital experience didn’t meet their expectations, against 14 per cent who said they would not engage as a result. The majority (57 per cent) said they’d either need an incentive, or have to find positive word-of-mouth or online reviews, in order to remain or become a customer of the brand in the face of a poor digital experience.

Notably, 24 per cent used all channels equally when it comes to interactions, and 28 per cent prefer in-person.

The report also looked into digital responsibilities and activities within organisations themselves, and found one-third of Australian organisations will increase their digital engagement budgets in the next 12 months.

The Tech Research Asia report was based on a survey of more than 1000 Australian consumers online, as well as 611 IT and marketing leaders, and was conducted in August.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Hello Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in