The majority of consumers (56%) have ditched a digital account or online service when logging in was ‘too frustrating’, with 77% having abandoned or stopped creating an online account for a variety of reasons, including being asked to provide too much personal information (40%), needing too much time to enter info (33%), and too many security steps (29%).
That’s according to a new survey from Ping Identity, Brand Loyalty Is Earned at Login, which shows that while consumers are interested in securing their online accounts four in 10 (39%) are unwilling to spend even 2 minutes adjusting privacy settings.
The news comes as Microsoft announced that users will be able to log in with biometric scanning instead of traditional passwords, in a bid to safeguard digital identities and make the user experience more convenient.
Key findings include:-
Consumers demand easy, fast experiences
- 77% have abandoned or stopped creating an online account for a variety of reasons, including being asked to provide too much personal information (40%), needing too much time to enter info (33%), and too many security steps (29%).
- 56% have abandoned an online service when logging in was too frustrating.
- 63% are likely to leave an online service for a competitor who makes it significantly easier to authenticate identity.
As passwords get worse, passwordless looks even better
- 58% are comfortable with the concept of a digital ID capability that stores personal information securely on a smartphone to share electronically.
- 46% would prefer to use a service or site that offers an alternative to passwords.
- 44% admit to weak password practices, including making a minor change to an old password (29%) or reusing a password from another account (15%.)
Privacy should be transparent and simple
- 85% are interested in learning how online services share their personal information, but 72% say that information is difficult to find.
- 72% have manually adjusted their profile settings to control privacy—including a massive 89% of Gen Z.
- 60% have dropped an account over privacy concerns, including 46% who have done so more than once.
“With more options than ever before, businesses now need to integrate their security, privacy and user experience strategies to keep up with modern consumer expectations,” said Richard Bird, chief customer information officer, Ping Identity. “Individuals have no hesitations about finding better experiences elsewhere, so companies that prioritise customer experience now will earn loyalty in the long run.”
The Ping Identity Consumer Survey: Brand Loyalty Is Earned at Login asked more than 3,400 consumers across the US, UK, Germany, France and Australia about their typical registration and login experiences, attitudes toward online privacy and willingness to share personal information.