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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in