Young Shoppers Expect Your Business To Keep Them Safe Online

Young Shoppers More Carefree

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GoDaddy surveyed 1,500 consumers in the US, with the report revealing a stark difference between generations when it comes to online security. Younger shoppers (Gen Z and Millennials) are less likely to change their personal information or passwords following a data breach, whereas 72% of Gen X and Boomers would update them.

Surprisingly though, 69% of shoppers across all ages fail to check if a site is secure before shopping, specifically to see if there’s a padlock icon to mark an SSL certificate. So, this carefree attitude towards cybersecurity isn’t exclusive to Gen Z and Millennials.

Most consumers have cybersecurity fatigue. Security issues or data breaches have almost become normal, so many shoppers have become lax in their checks. As a result, they’re happy to place the burden of security solely on businesses.

Security Expectations High for Businesses

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Despite their lack of action to reduce these security risks themselves, shoppers expect businesses to keep their data safe on their behalf. In fact, 68% of consumers believe small businesses should have the same level of security as large companies.

Dennis Smith, Director of Security Go-To-Market at GoDaddy, commented on the recent report:

“With younger consumers, you might not get more than one chance to earn their trust. They assume some risk but expect businesses to take responsibility for keeping their data safe. If small businesses don’t invest in a secure, professional online presence and clearly demonstrate to their customers how they’re protecting their data, these younger shoppers will take their business elsewhere.”

As the quote says, shoppers assume risk but trust businesses to handle the security. If brands fail in this regard, there are lasting impacts. The survey shows that Gen Z are the most likely to stop shopping with a brand following a security incident. So, if your business targets younger demographics, like Gen Z and Millennials, it’s important to take the right steps to secure your site.

How Can Your Business Protect Customers Online?

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Customers can be quite nonchalant when it comes to online safety, but GoDaddy’s report proves that businesses can’t get lazy either, otherwise they risk losing credibility and sales.

If you’re looking to improve your website security, you can:

• Purchase an SSL certificate – an SSL certificate provides the padlock icon you see in the address bar, indicating that the site is secure
• Be transparent about data breaches – 2 in 5 shoppers respect when a business is honest about incidents, so make sure to provide clear communication throughout so customers can see how you’re working to resolve the issue
• Offer additional protection – you could install anti-malware software or choose a website builder like Shopify which provides built-in fraud checks

Above all else, make sure to build brand trust (with a positive user experience and quick load times) and direct customers to your contact information in case they have security concerns to flag.