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Survey Reveals Consumers Prioritize Convenience and Security in Digital Login Experiences

Ping Identity, a prominent provider of secure digital experiences, has unveiled its annual consumer sentiment survey, spanning 14 regions worldwide. The consumer survey report highlights consumers' desires for more convenient yet secure digital login interactions, reflecting the evolving landscape of online brand engagement.

Building upon trends observed in last year's report, consumers continue to prioritize convenience while also valuing robust security measures. The survey reveals that 81% of respondents consider ease of use a crucial aspect of their digital experiences. Moreover, 65% would switch to a comparable brand if it offered passwordless authentication, underlining the demand for streamlined access. Identity theft emerges as the top concern for 63% of respondents, outweighing concerns about financial loss related to online information.

Peter Barker, Chief Product Officer at Ping Identity, emphasized the shifting power dynamic in the consumer-brand relationship, where consumers have heightened expectations for a positive digital experience. Barker noted the need for businesses to offer personalized, user-friendly experiences while addressing security concerns without excessive data collection.

Key global findings underscore the significance of ease of use:

  • 60% have abandoned an account or online service due to login process frustrations, marking a gradual increase since 2022.

  • 59% rely solely on memory to store passwords, with 54% acknowledging the challenge of managing numerous passwords.

  • 43% of consumers are willing to switch to a competitor if it offers a significantly easier login process.

While consumers seek simplicity in digital experiences, they also demand data security, particularly in light of the expanding role of artificial intelligence (AI):

  • 54% express concern about the potential use of AI to create fake impersonations.

  • 50% perceive Multi-Factor Authentication (MFA) as a sign that a business cares about data protection.

  • Only 10% of consumers have full trust in organizations managing their identity data, with banks (61%) and healthcare services (51%) earning the highest trust ratings.

These findings are derived from two surveys: the first collected responses from 9,519 consumers across 14 regions, while the second gathered insights from 3,400 consumers in five key markets (US, UK, France, Germany, and Australia) to delve deeper into consumer attitudes regarding digital experiences and security preferences. ###

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