Users Stop Engaging With Brands After Data Breaches, Report Finds

[InfoSec News <alerts () infosecnews org>]

http://www.eweek.com/security/users-stop-engaging-with-brands-after-data-breaches-report-finds

By Sean Michael Kerner
eWeek.com
November 08, 2018

Data breaches are an unfortunately all too common occurrence, with 
organizations big and small falling victim to attackers. The impact of a 
data breach is potentially much more than the loss of data, it could also 
lead to a loss of customer loyalty as well.

According to the Ping Identity 2018 Consumer Survey: Attitudes and 
Behavior in a Post-Breach Era, 78 percent of consumers reported they would 
stop engaging with a brand online after a data breach. The 8-page report, 
released on Nov. 7, surveyed 3,264 adults in the United States, United 
Kingdom, France and Germany to get their views on data breach impact.

"We were most surprised to learn the extent of consumers who would stop 
engaging with a brand following a data breach," Sarah Squire, Senior 
Technical Architect at Ping Identity, told eWEEK. "This shows how 
seriously consumers respond to the idea of their personal data being 
compromised."

The study also found that 49 percent of respondents would not sign up for, 
or use an online service that had recently reported a data breach. Squire 
added that to stay on consumers’ good side and ensure compliance with 
industry regulations and best practices, companies should be upfront about 
what they know about a breach or privacy incident as soon as they know it.

[...]

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