GoDaddy Survey Reveals Gen Z and Millennial Attitudes on Online Security
A recent GoDaddy survey highlights a surprising contradiction among younger consumers: while Gen Z and Millennials show less urgency in safeguarding their own online data, they have little patience for businesses that fail to maintain strong security measures.
According to the latest GoDaddy Consumer Pulse* survey of 1,500 U.S. consumers, 42% of Gen Z and 40% of Millennials admit they would not immediately update their passwords or payment details after being informed of a data breach—if they take action at all. In contrast, 72% of Gen X and Baby Boomers say they would respond right away.
Despite their own relaxed approach, younger consumers are often quick to abandon businesses that don’t protect their information:
According to the latest GoDaddy Consumer Pulse* survey of 1,500 U.S. consumers, 42% of Gen Z and 40% of Millennials admit they would not immediately update their passwords or payment details after being informed of a data breach—if they take action at all. In contrast, 72% of Gen X and Baby Boomers say they would respond right away.
Despite their own relaxed approach, younger consumers are often quick to abandon businesses that don’t protect their information:
- Over half of Gen Z respondents (53%) and 42% of Millennials have stopped doing business with a company due to a security incident—compared to 37% of Gen X and Boomers.
- When breaches affect both a large corporation and a small business, one in three (34%) Gen Z and Millennials say they would stop shopping with both, versus 27% of older generations.
Consumers scrutinize online credibility
Most consumers (68%) expect small businesses to offer security measures on par with, or even exceeding, those of larger corporations.
Websites with typos, broken links, clunky layouts, slow loading times, or poor mobile experiences rank among the top red flags that discourage purchases.
Younger shoppers also have unique concerns:
Most consumers (68%) expect small businesses to offer security measures on par with, or even exceeding, those of larger corporations.
Websites with typos, broken links, clunky layouts, slow loading times, or poor mobile experiences rank among the top red flags that discourage purchases.
Younger shoppers also have unique concerns:
- Nearly 30% of Gen Z and Millennials are put off by websites that aren’t mobile-friendly, compared to 24% of Gen X and Boomers.
- 31% of Gen Z and 27% of Millennials dislike websites with excessive ads, while only 18% of older consumers feel the same.
- About 21% of Gen Z and Millennials are uneasy when businesses use free email domains (like Gmail or Yahoo), versus 15% of Gen X and Boomers.
“With younger buyers, you often don’t get a second chance to earn their trust,” said Dennis Smith, director of security go-to-market at GoDaddy. “They accept some level of risk but expect companies to take responsibility for safeguarding their information. If small businesses fail to invest in a professional, secure online presence, these customers will go elsewhere.”
Weak cybersecurity habits persist
Despite 38% of all consumers reporting they’ve been victims of identity theft, most people maintain risky behaviors online.
A majority (61%) reuse the same passwords across multiple accounts—a habit slightly more common among younger generations. Additionally, 69% of consumers don’t verify the presence of a secure padlock icon before making online transactions.
Security practices by generation:
Weak cybersecurity habits persist
Despite 38% of all consumers reporting they’ve been victims of identity theft, most people maintain risky behaviors online.
A majority (61%) reuse the same passwords across multiple accounts—a habit slightly more common among younger generations. Additionally, 69% of consumers don’t verify the presence of a secure padlock icon before making online transactions.
Security practices by generation:
- 39% of consumers use unique passwords for each account (38% Gen Z, 33% Millennials, 42% Gen X/Boomers).
- 35% avoid storing card details with businesses (33% Gen Z, 32% Millennials, 37% Gen X/Boomers).
- 35% use credit monitoring services (26% Gen Z, 34% Millennials, 38% Gen X/Boomers).
- 32% rely on password managers for secure passwords.
- Only 31% check for the padlock icon when visiting sites.
- 22% have frozen their credit.
- 9% take none of these measures.
A sense of inevitable risk
The findings suggest consumers are experiencing cybersecurity fatigue. While 65% feel more concerned about online security than they did five years ago, 21% of Gen Z and 16% of Millennials say they’re less concerned now—compared to just 7% of older generations.
Moreover, 67% believe their personal information is already circulating on the dark web.
“The data shows classic signs of consumers feeling overwhelmed,” Smith added. “Businesses that take proactive steps to relieve these security concerns will earn long-term loyalty, while those that downplay risks will lose trust and growth potential.”
How small businesses can respond
Consumers are more inclined to stay loyal to companies that handle breaches with honesty and provide post-incident support:
The findings suggest consumers are experiencing cybersecurity fatigue. While 65% feel more concerned about online security than they did five years ago, 21% of Gen Z and 16% of Millennials say they’re less concerned now—compared to just 7% of older generations.
Moreover, 67% believe their personal information is already circulating on the dark web.
“The data shows classic signs of consumers feeling overwhelmed,” Smith added. “Businesses that take proactive steps to relieve these security concerns will earn long-term loyalty, while those that downplay risks will lose trust and growth potential.”
How small businesses can respond
Consumers are more inclined to stay loyal to companies that handle breaches with honesty and provide post-incident support:
- 43% value transparency when a breach occurs.
- 53% would remain loyal if the business takes swift action and offers proactive solutions like credit monitoring.
- 23% say they would remain a customer if loyalty or rewards points were at stake.
Small businesses can make simple, low-cost improvements, such as optimizing website speed, ensuring smooth mobile experiences, and using a professional email domain instead of free services.
GoDaddy offers a range of security tools—such as Website Security firewall bundles, SSL certificates, and Managed SSL plans—to help businesses meet rising consumer expectations and protect their online presence.
Click here to know more about GoDaddy and its products.
GoDaddy offers a range of security tools—such as Website Security firewall bundles, SSL certificates, and Managed SSL plans—to help businesses meet rising consumer expectations and protect their online presence.
Click here to know more about GoDaddy and its products.
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