Ping Identity, a digital experiences provider, has released its annual survey that evaluates consumer sentiment when it comes to engaging with brands online.

The report surveyed consumers worldwide, across 14 regions and found a need for easier and more secure capabilities that address concerns around identity theft and simplified login access on retail platforms.

Consumers are emphasising their growing need for convenience online but continue to place value on effective security strategies.

According to the new findings, the majority (84%) of UK consumers said that ease of use is important to their digital experiences and 66% would drop an online account or retail service if the login process was too frustrating (the most of any region).

Perhaps most troubling for businesses, 49% would leave to a competitor offering a more convenient experience (again topping other surveyed regions).

While consumers want simple digital experiences, they also want to know their data is secure, especially given the recent proliferation of artificial intelligence (AI).

Reportedly, 54% of global consumers are concerned about the possible use of AI technology to create fake impersonations. Half say that the use of MFA (multi-factor authentication) makes them feel better about the service because it suggests that the business cares about protecting their data.

A whopping 90% of consumers don’t have full trust in the organisations that manage their identity data, with the most trusted businesses being banks (61%) and healthcare services (51%).

Ping Identity EMEA CTO Rob Otto commented: “This fickleness isn't a negative. Businesses should instead see it as a challenge: meet this demand or watch customers flock to savvier competitors.”