YouGov and Auth0 recently published their new global research, ‘The Login Experience Customers Want’, revealed that most organizations fail to meet consumer expectations around login technology. Steven Rees-Pullman, SVP International at Auth0 joins me on Tech Talks Daily to share more insights from the research.
Auth0 and YouGov’s study consisted of two surveys, questioning more than 8,000 consumers and 1,200 IT and marketing decision-makers who work for businesses that offer an app/online service to customers (excluding sole-traders) across six global markets: the UK, France, Germany, Australia, Singapore, and Japan.
The study found that consumers around the world want greater choice in login technologies, and actively seek them out. However, many businesses are still falling short on consumer expectations and risk frustrating their users, losing sales, increasing churn and opening themselves up to credential stuffing attacks as a result.
As an example, the statistics show that consumers are more likely to sign up to an app/online service if they can use MFA (47%), biometric logins (48%) and passwordless (30%) login technologies. Yet only 27% of UK businesses currently offer MFA, biometric logins (14%) and passwordless (13%). The research goes on to explore a widening gap in expectations – with consumers wanting to use digital services but prepared to take their business elsewhere if the login process is clunky or frustrating.
Steven discusses the report’s findings in more detail and shares what it means for the identity management landscape and how the desire for ease and security is driving consumers to seek out modern identity solutions for a better UX.
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