Asian shoppers trust digital channels but data concerns remain

Perceptions of trust are shifting amid the swift digital transformation sparked by COVID-19; an Asia study by identity provider Okta looks at whether brands have done enough in the eyes of consumers to build trust, and what factors impacted the way consumers interacted with digital services.

Why it matters

Digital trust is crucial in helping brands win and retain customers, with a company’s service reliability, strong security, quick response times and good data-handling practices central to building brand trust among consumers.

Five findings

• Asians have a high level of trust in digital channels and only 10% of Asian respondents do not trust any digital channels to safely handle their data.
• This contrasts with 19% of Americans, the most untrusting group according to the same survey, which was also conducted in the USA, Europe and Australia.
• Asians are more cautious than their global counterparts: 71% are wary of providing personal information online amid the pandemic – almost double the global average (41%).
• Asian respondents feel they are most at risk from identity theft (22%), followed by data breaches (18%) and password theft (16%).
• In making purchasing decisions, 58% of Asian respondents are unlikely to buy from a firm they don’t trust, while 45% list data breaches as the biggest deterrent to online purchases.

Quote

“Customers are increasingly wary of online threats and digital-first businesses have no option but to equip themselves with the right policies and technologies to drive trust, loyalty and success” – Graham Sowden, General manager – Asia Pacific, Okta.

Background

Okta’s “The State of Digital Trust” study polled over 1,700 office workers across Asia in Singapore, Hong Kong, the Philippines, Malaysia and Indonesia.

Sourced from Okta