The spate of recent cyber attacks targeting major retailers is driving a shift in shopping habits, with the majority (66%) of UK consumers now rethinking how and where they shop online, new data from research and insights agency Opinium reveals.
Nearly a quarter (23%) say they will only shop online with brands they completely trust from now on, while 22% will only shop online with brands that they feel have strong security in place. Others are taking action to protect themselves, with one in five (19%) changing their passwords before shopping again, and 12% deleting old accounts with online retailers.
One in ten (9%) are taking more drastic action and avoiding online shopping temporarily, while 15% expect to shop online less frequently, and another 15% are more reluctant to use online retailers.
When it comes to who has the most responsibility for protecting shoppers online, 33% think that this sits with retailers, with a similar number (32%) believing cyber security or IT providers are mainly accountable. Others put responsibility with the government (13%) and the police (5%), while 4% think shoppers themselves bear the most accountability.
Opinium’s data also highlights how consumers are increasingly wary of cyber attacks and their potential impact. Nearly three-quarters (73%) now see cyber attacks as one of the biggest risks facing UK consumers, with 82% saying companies must do more to protect their data, and 78% believe they should be more transparent about how they protect personal data.
Consumers also want more action from brands to handle cyber threats, with over half (55%) fearing their personal data has already been compromised in a breach.
James Endersby, CEO at Opinium, commented: “The recent wave of cyber attacks on retailers has highlighted vulnerabilities within the sector. As a result, shoppers are now more reluctant to spend money online, and this may impact businesses. Retailers, therefore, need to prioritise this by investing in cyber protection and clearly communicating to customers that they’re in safe hands. Otherwise, they may run the risk of losing out on custom now and in the future.”
