Consumers are concerned about the safety and security of their personal data in the Metaverse, according to a recent survey by TELUS International in which the majority of respondents (60%) cited privacy and data security concerns as a reason why they would be uncomfortable completing various tasks in this emerging digital world.
More than one-third (34%) of respondents said their top concern was that their personal data will be compromised and 56% said they believe that it will be easier for hackers to steal their identity or data in the Metaverse.
According to the survey, a quarter (25%) of respondents indicated that robust and transparent privacy and security guidelines would encourage them to interact with brands in this digital space.
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TELUS International chief information officer Michael Ringman said the Metaverse provides an exciting and immersive way for consumers to interact with their favorite brands but, unfortunately, with the emergence and adoption of new technologies and platforms, there are also opportunities for bad actors to deploy new and oftentimes more sophisticated forms of identity theft.
“Add to the fact that the Metaverse is still in its nascency of being regulated, making it easier for fraudsters to impersonate an individual and carry out unauthorized activity without any real-world implications,” he said.
“To safeguard their customers and brand reputation, companies must prioritize embedding robust trust and safety measures in the foundation of their Metaverse strategy, while also ensuring that these measures are seamlessly integrated so they do not overly complicate the customer journey.”
Contact the author at emily.jarvie@proactiveinvestors.com
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