Now in its third year, the annual Jumio Online Identity Study explores consumer awareness and sentiment around issues involving online identity, fraud risks, and current methods used to protect consumer identity data.
This year’s results highlight significant concerns among consumers about the risks associated with generative AI and deepfakes, including the potential for increased cybercrime and identity fraud. The study demonstrates the pressing need to ensure that users are genuine.
The following infographic highlights key findings from Jumio’s research:
[Text Version]
Jumio 2024 Online Identity Study
About the Global Research
Now in its third year, the annual Jumio Online Identity Study explores consumer awareness and sentiment around issues involving online identity, fraud risks, and current methods used to protect consumer identity data.
Total Respondents
8,077 ADULT CONSUMERS
Countries Studied:
Mexico
U.S.
UK
Singapore
Split evenly
Sectors Studied:
Financial Services
Government
Healthcare
Social Media
Sharing Economy
Travel/Hospitality
Retail/eCommerce
Telecoms
Mobility Services
Online Gaming and Gambling
Top Findings
1. 72% of consumers worry daily about being fooled by a deepfake, and they want their government to do more to regulate AI.
Three-quarters of consumers worry daily about being fooled by a deepfake into handing over sensitive information or money.
Consumers who worry about deepfakes on a daily basis:
Global Average 72%
Mexico 89%
Singapore 88%
UK 57%
U.S. 55%
Net figures, with global figures representing findings for four polled markets.
A significant majority of consumers call for more governmental regulation of AI to address the issues around deepfakes and generative AI. However, regulatory trust varies globally.
2. Consumers continue to overestimate their own ability to spot deepfakes
Even with high anxiety around this increasingly prevalent and ever-evolving technology, consumers continue to overestimate their own ability to spot deepfakes — 60% believe they could detect a deepfake, up from 52% in 2023.
Consumers confident in their ability to spot a deepfake:
Global Average 60% (up 8%, from 52% in 2023)
Singapore 77% (up 24%, from 53% in 2023)
U.S. 58% (up 10%, from 48% in 2023)
Mexico 54% (down 10%, from 64% in 2023)
UK 53% (up 8%, from 45% in 2023)
Net figures, with global figures representing findings for four polled markets.
Men were more confident in their ability to spot a deepfake (66% men versus 55% women).
Men aged 18-34 were most confident (75%)
Women aged 25-54 were least confident (52%)
3. Stronger identity verification is needed to protect against costly and prevalent identity theft and fraud
Fraud is an all-too-familiar issue for many consumers across the globe, with 68%* of respondents reporting that they know or suspect that they’ve been a victim of online fraud or identity theft, or that they know someone who has been affected.
One-third (32%*) of consumers who were or suspected they were a victim of online fraud said it caused significant problems and several hours of administrative work to resolve, and 14%* went as far as calling it a traumatic experience.
More than 70% of consumers said they’d spend more time on identity verification if those measures improved security in industries including financial services (77%), healthcare (74%), government (72%), retail and ecommerce (72%, social media (71%), the sharing economy (71%), and travel and hospitality (71%).
When creating a new online account, global consumers said taking a picture of their ID and a live selfie would be the most accurate form of identity verification (21%*), with creating a secure password coming in at a close second (19%*).
GET THE FULL STORY
Visit jumio.com/2024-identity-study/
Source: Jumio 2024 Online Identity Study: Global Consumer Research
