A recent study found customers would cease engaging with a brand after it experienced a breach and that overall, most respondents were unwilling to pay extra for the protection of their personal data.

Ping Identity 2018 Consumer Survey: Attitudes and Behavior in a Post-Breach Era report found that following a breach, 78 percent of people said they would stop engaging with the that brand while 49 percent said they would not sign up for and use and an online service or application that recently experienced a data breach.

In addition 47 percent of people have made changes to the way they secure their personal data as a result of recent data breaches, according to the report.

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