New findings from identity security firm CyberArk show that while Gen Z places the highest importance on protecting their digital identity, they are also the most vulnerable to cyber threats – posing risks not just for individuals but for businesses too.

As digital identities increasingly become central to everyday life, perceptions of security vary across generations.

The research reveals that Gen Z is more likely than older generations to consider personal digital assets – such as pictures (56%), videos (50%) and voice recordings (49%) of themselves – as important aspects of their digital identity, compared to just 34%, 19% and 26% of baby boomers.

At the same time, this younger generation seemingly faces the greatest exposure to cyber threats, with only 20% of Gen Z reporting they have never been hacked or had their identity stolen, compared to double the amount of baby boomers (41%).

Despite being digital natives, Gen Z’s confidence in online apps and services is moderate (61%) – perhaps because of the amount of them who have experienced some form of online fraud – and similar to Gen X (62%) and millennials (64%), though still significantly higher than baby boomers (52%).

However, their willingness to pay for privacy is where they stand out – 71% of Gen Z would pay more than £100 to safeguard their identity compared to just 23% of baby boomers.

Despite this, all generations fear the possibility of cybercriminals exploiting personal information, but priorities differ. Baby boomers worry most about financial fraud, with 73% concerned about money being stolen compared to just 44% of Gen Z.

On the other hand, Gen Z is more concerned about their facial data (60%) than baby boomers (51%), perhaps as a nod to their familiarity with AI and its possible uses in fraud, whereas older generations prioritise financial details like credit card numbers (74% baby boomers compared to 66% Gen Z).

Email hacking is a universal fear, with 57% of Gen Z, 67% of millennials, 65% of Gen X and 65% of baby boomers worried about their inboxes being compromised.

The increasing overlap between personal and professional digital identities is also a growing concern, particularly as cyber-criminals increasingly target login credentials to gain access to sensitive business data.

In fact, 62% of Gen Z consider their workplace emails as a critical part of their digital identity and all generations (51% Gen Z, 60% millennials, 52% Gen X and 52% baby boomers) share concerns about cyber-criminals stealing and using access to their workplace accounts maliciously.

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Forty-three percent of Gen Z also fear cyber-criminals could infiltrate their workplace accounts if the apps and services they use both personally and professionally were compromised, highlighting a growing cybersecurity challenge for businesses. This is especially true given Gen Z is most likely to have fallen victim to a cyber attack, indicating they may be taking more risks online.

David Higgins, senior director, Field Technology Office at CyberArk, comments: “These findings highlight a stark contrast in how generations approach their digital identities. Gen Z is seemingly more invested in their online presence but they also appear to face higher risks – raising questions about whether their confidence in online platforms is misplaced.

“As cyber-threats continue to evolve, businesses, policymakers and individuals must work together to strengthen digital security, ensuring that every generation can navigate the digital world safely.”