Almost two thirds of Irish consumers would not return to a retailer after a data breach
Almost two-thirds (65%) of consumers would not be likely to make a purchase from an online retailer that had previously suffered a data breach, according to the first Digital Business Ireland (DBI) Digital Consumer Index.
The survey, carried out by Amárach Research, highlighted that consumer reluctance would be widespread after a breach – especially among older shoppers. Among those aged 55 and over, 81% said they would not purchase again from such a retailer. By contrast, younger consumers showed greater tolerance, with 54% of 25-34 year-olds said they would continue to buy.
The findings underlined the heightened importance of cyber security in the digital economy, with the research suggesting that reputational damage following a data breach can have long-term commercial consequences. As Cyber Security Month begins on 1 October, DBI has urged businesses to prioritise investment in consumer trust and data protection.
The research also reveals notable trends: 87% of respondents made at least one online purchase in the past month; almost half of online shoppers (47%) spent €100 or more; and more than one in five (22%) spent €250 or more, with 37% of 25-34-year-olds spending more than €250, compared to just 13% of over-55s.
Caroline Dunlea, Chairperson of Digital Business Ireland, said: “These findings send a clear message: consumer trust is the bedrock of digital commerce, and once it is shaken by a data breach, it is incredibly difficult to win back. While younger shoppers may show more tolerance, the overwhelming majority of consumers want to feel confident that their personal data is safe.
“That confidence is not a ‘nice to have’ – it is fundamental to doing business online. Through the launch of our Digital Consumer Index, Digital Business Ireland will continue to track these shifting attitudes, providing timely insights to help businesses strengthen trust, improve security and meet consumer expectations.”
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