Global Consumer Research
Now in its third year, the annual Jumio Online Identity Consumer 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.
Three-quarters of consumers worry daily about being fooled by a deepfake into handing over sensitive information or money.
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.
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.
Men were more confident in their ability to spot a deepfake (66% men versus 55% women).
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.
Regardless of whether they’ve been a victim of fraud or identity theft, most consumers worry daily about falling victim to data breaches and account takeover attacks.
*All data points presented on this page reflect net figures unless indicated with an asterisk (*).
The majority of consumers are ready to switch banks over inadequate fraud protection. They believe banking services providers are ultimately responsible for protecting customers — and compensating fraud victims.
As the technology used by fraudsters becomes more sophisticated, the tools to prevent and detect scams must evolve as well.
3 Key Findings from Jumio’s 2024 Online Identity Consumer Study
72% of consumers worry about being fooled by a deepfake
79% of consumers worry about online data breaches, 77% worry about their accounts being hacked
Global survey finds 75% of consumers ready to switch banks over inadequate fraud protection
Global survey shows 72% of consumers worry about being fooled by deepfakes on daily basis