More than 90 percent of people say they are worried about the security of their personal data online, according to new research from Internet New Zealand.
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But only a third of people are using two-factor or multi-factor authentication on their accounts and under half are backing up their content.
The research, conducted by Colmar Brunton, found that about half of all people were very concerned or extremely concerned about security and control of their personal information on the internet.
About half of all people said that concern had increased over time and the majority were less likely to use their personal details online as a result.
Internet New Zealand outreach and engagement director Andrew Cushen said people needed to take personal responsibility for their safety on the internet.
Despite their concerns, nine out of 10 people said the benefits of the internet outweighed the negatives.
When asked what the main benefits of the internet were, 83 percent said access to information.
Meanwhile, the research also found 92 percent of people were concerned about young children accessing inappropriate content online.
Mr Cushen said that should be a reminder for families to talk with each other about what sort of content could be found on the internet, and talk about what children should do if they came across something upsetting.