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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in