The spate of recent cyberattacks 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 global 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 taken 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.
Where does responsibility lie?
When it comes to who has most responsibility for protecting shoppers online, 33% think that this sits with retailers, with a similar number (32%) believing cybersecurity or IT providers are mainly accountable. Others put responsibility with the government (13%) and the police (5%), while 4% think shoppers themselves bear most accountability.
Growing anxiety around data protection
Opinium’s data also highlights how consumers are increasingly wary of cyberattacks and their potential impact. Nearly three-quarters (73%) now see cyberattacks 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 clearly 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 cyberattacks 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.”
