Jumio 2023

Online Identity

Consumer Study

Jumio Global Consumer Research

About the Research

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Conducted by Censuswide, the Jumio 2023 Online Identity Study reveals an understanding among consumers around how generative AI and deepfake technologies could accelerate identity fraud, and the subsequent need for digital identities for online verification and authentication.

Total Respondents:
8,055 adult consumers

Sectors Studied:

image of boxes connected to middle magnifying glass icon. Text on graphic reads: Sectors Studied. Boxes read left to right: Online gaming and gambling, mobility services, social media, financial services, sharing economy, healthcare, retail/ecommerce, government, telecoms and travel/hospitality

Countries Studied:

image of pinpoints on world map. Points shown left to right: Mexico, U.S., UK and Singapore. Text image reads: Countries Studied: split evenly

67% of consumers are aware of generative AI technologies but they overestimate their ability to detect a deepfake video.

Over two thirds (67%) of consumers say they are aware of generative AI tools – such as ChatGPT, DALL-E and Lensa AI – which can produce fabricated content, including videos, images and audio.

Awareness of deepfake and generative AI technologies:

bar graph showing from top to bottom: Global average: 67%, Singapore: 87%, Mexico: 63%, U.S.: 62%, and UKL 56%


image of two women: Woman on the left is soft smiling with long curly brown hair wearing a white button up shirt. Woman on the right is soft smiling with medium length blonde hair. She is wearing a blazer with a white button up shirt and earrings.

52% of respondents believe they could detect a deepfake video.

A lot of people seem to think they can spot a deepfake. While there are certainly tell-tale signs to look for, deepfakes are getting exponentially better all the time and are becoming increasingly difficult to detect without the aid of AI.”

Stuart Wells
Chief Technology Officer


57% of consumers believe generative AI tools will make online identity theft easier.

Given the availability of generative AI tools, do you think online identity theft will become easier?
circle graphs from left to right: Global average circle graph displaying text: 57% say yes. Singapore circle graph displaying text: 73% say yes. Mexico circle graphic displaying text: 62% say yes. U.S. circle graph displaying text: 49% say yes. UK circle graph displaying text: 43% say yes.

image of full grey circle with face outline within the circle. Green half circle located on top of the grey circle.

54% say facial recognition will be more valuable for identity verification because of generative AI tools and deepfake images.


Organizations have a responsibility to educate and better protect consumers and customers.

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80% of consumers would spend more time on identity verification measures when accessing online financial services accounts if it improves security.



Online organizations must look to implement multimodal, biometric-based verification systems that can detect deepfakes and prevent stolen personal information from being used. Encouragingly, our research indicated strong consumer appetite for this form of identity verification, which businesses should act on fast.”

image of Philipp Pointner: He is wearing glasses and has a beard

Philipp Pointner
Chief of Digital Identity

Additional Findings down arrow

Identity Verification

Consumers are willing to spend a little or a lot more time on identity verification if it improves security.

Willing to spend more time on identity verification by industry (global averages):
bar chart reading from top to bottom: Financial services: 80%, Healthcare: 77%, Government: 74%, Travel/Hospitality: 71%, Social Media 71%, Sharing Economy: 70%, Retail/Ecommerce: 70%, Telecoms: 63%, Mobility Services: 59% and Online Gaming and Gambling: 55%.




image of person holding a smart phone with a display of selfie with face-biometrics. Image shows green diagonal gradient.

Digital Identity

Consumers are willing to have a digital identity like a government-issued electronic driver’s license or e-passport, and are already using their digital identity to access online accounts and perform identity verification.

Consumers open to having a digital identity to verify their identity:
bar graph reading from left to right: Global: 68%, Singapore: 78%, Mexico: 71%, U.S.: 62% and UK: 61%
Consumers who have reported using a digital identity to access their online accounts and verify their identity at least once in the past 12 months:
bar graph reading from left to right: Global: 78%, Singapore: 88%, Mexico: 85%, U.S.: 70% and UK: 69%


In some cases, consumers prefer to use a digital identity instead of a physical ID document to prove their identity.
Top 3 digital identity use cases globally*:
image of three circle graphs reading left to right: first graph of left: 43% Financial services, middle graph: 38% Government and right graph reading 35% healthcare.

Protecting Minors

image of green circle showing 77% full

77% of global consumers say robust identity verification would help prevent underage access to online gaming/gambling.

graphic of bar chart. Reading from left to right. Green bar reading 77% global, 88% Mexico, 83% Singapore, 69% UK, and 67% US

73% of global consumers say robust identity verification would help prevent underage access to social media.

bar graph reading from left to right: Global: 73%, Mexico: 83%, Singapore: 80%, U.S.: 66% and UK: 65%

How did we define robust identity verification in the study?

icon showing ID and selfie capture

Providing a photo of a valid ID document and a selfie to prove the person setting up the account is who they claim to be and that they meet minimum age requirements.


*All data points presented on this page reflect net figures unless indicated with an asterisk (*).