Where You Live vs. What You Trust [Infographic]

Last spring, a commissioned study conducted by Forrester to learn more about consumer trust in various online security methods. The study, which surveyed 2,000 people about 16 different types of identity verification, found that the confidence and trust consumers feel towards online security methods depends on where they live.

These broad trends provide a glimpse in how consumers across the urban, suburban, and rural demographics perceive their own identity attributes–and whether they are willing to share their data with fintech and government organizations. 



Urban consumers were generally more confident in all online security methods.

  • 26% report feeling comfortable using security questions they created themselves to secure online accounts
  • 19% of respondents would submit their physical address or their date of births to verify their identities
  • 17% are willing to share their social security numbers 


Much like how the suburbs acts as a happy medium between urban and rural living, suburban consumers consistently fell in the middle when it came to confidence in ID verification methods.  

  • At 8%, suburban consumers were equally hesitant to use their date of births or social security numbers in ID proofing as rural consumers
  • 11% of suburban consumers trusted usernames and passwords to verify their identities
  • 21% trusted the use of security questions they created 


Compared to their urban and suburban counterparts, rural survey participants were cagey, even when entering usernames and passwords. 

  • 9% of rural respondants said they trusted usernames and passwords as a ID verification tool
  • 8% trusted using their date of birth to prove their identities online
  • 8% felt comfortable using their address or zip code

The only ID verification method rural respondents appeared to favor more than urban or suburban participants was entering their SSN. At 18%, rural consumers felt that using their SSN in identity proofing was “completely trustworthy.” 

Bridging the Gap Between Customer Experience and Fraud Prevention

Online identity fraud costs businesses billions of dollar a year. Learn how businesses can prevent online identity fraud.