Two-thirds of Brits drop online account or service when faced with frustrating log-in process
October 2023 by Ping Identity
Ping Identity has released its annual survey that evaluates consumer sentiment when it comes to engaging with brands online. The report surveyed consumers worldwide, across 14 regions and found a need for easier and more secure capabilities that address concerns around identity theft and simplified access.
Expanding on trends from last year’s report, consumers are emphasising their growing need for convenience online, but continue to place value on effective security strategies. According to the new findings, the majority (84%) of UK respondents said that ease of use is important to their digital experiences, 66% would drop an online account or service if the log-in process was too frustrating (the most of any region) and, perhaps most troubling for businesses, 49% would leave to a competitor offering a more convenient experience (again topping other surveyed regions).
Commenting on the findings, Rob Otto, Ping Identity’s EMEA CTO, said: "There’s something uniquely ’British’ about people in the UK being the most likely to switch platforms for the sake of a more convenient login process, which supports a trend we’re seeing the world over - experience is becoming just as important as security for consumers. This fickleness isn’t a negative though, and businesses should instead see it as a challenge: meet this demand or watch customers flock to savvier competitors.
"Clearly there’s still work to be done in this space, and passwordless solutions and multi-factor authentication (MFA) can pave the way. They serve the dual purpose of making it easier for users to verify themselves and enhancing the security of the platforms they’re accessing, ensuring the former aren’t burdened by clunky processes and the latter know exactly who they’re dealing with."
Key global findings underline the importance of ease of use:
• 60% have stopped using an account or online service because they became frustrated with the login process; a steady increase since 2022 (59%) and 2021 (56%).
• 43% of consumers would leave an online service to switch to a competitor if the competitor’s login process was significantly easier.
• 59% are still storing passwords by memory alone, with 54% admitting they have too many to keep track of.
• 81% say ease-of-use is important to their online experience – topping communication preferences (61%) and personalisation (46%).
While consumers want simple digital experiences, they also want to know their data is secure, especially given the recent proliferation of artificial intelligence (AI):
• 54% are concerned about the possible use of AI technology to create fake impersonations.
• 50% say that the use of MFA makes them feel better about the service because it suggests that the business cares about protecting their data.
• 90% of consumers don’t have full trust in the organisations that manage their identity data, with the most trusted businesses being banks (61%) and healthcare services (51%).