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Survey reveals businesses fall short of consumer expectations for login experience

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June 2, 2021 | 4 min read

Modern identity platform Auth0 has revealed its findings from its international research into Customer Identity and Access Management (CIAM), ‘The Login Experience Customers Want.’

The study, conducted by Auth0 and YouGov, found that most organizations fail to meet consumer expectations around login technology, highlighting how a login box can impact the user experience of a brand.

The study found that consumers around the world want greater choice in login technologies, and actively seek them out.

Modern identity platform Auth0 reveals its findings from its customer identity survey.

Modern identity platform Auth0 reveals its findings from its customer identity survey

Nearly half (49%) of consumers surveyed say they are more likely to sign up to an app or online service if a company offers Multi-factor Authentication (MFA).

Almost half (47%) are also more likely to sign up if they can log in with Single Sign-On (SSO) – using a single ID and password for multiple related services, followed closely by demand for biometrics (46%), social logins (37%) and passwordless (34%).

Most businesses don’t offer these login options, despite the demand and general frustration with using traditional passwords. While 45% of businesses surveyed do offer SSO capabilities, less than one third offer MFA (28%), biometrics (21%), social logins (31%) or passwordless (20%).

Across the six markets surveyed, 11% of the IT and marketing decision makers said they don’t offer any of these login technologies.

“Clearly there’s a gap between consumer and business expectations, but it really comes down to convenience,” said Steven Rees-Pullman, SVP, International at Auth0. “Consumers want to use digital services, but if the login process is clunky or frustrating, they will take their businesses elsewhere.

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“With the proliferation of online threats, organizations are challenged to find the right balance between ease and security, and it’s really an ‘aha moment’ when they realize how identity management can help.”

Comparing the results internationally, European organizations are on par with their Asia-Pacific counterparts in offering SSO for their customers; however, they’re well behind the curve when it comes to biometric login adoption v consumer expectations.

UK businesses are falling especially short when it comes to biometrics, where only 14% of businesses offer biometrics, MFA (28%) and passwordless (13%).

APAC organizations are ahead of their European counterparts in offering technology such as social logins, biometrics and MFA. Australian and Singaporean businesses are twice as likely to use biometric login, with 34% of IT and marketing decision makers surveyed saying their companies currently offer customers the ability to log in with the use of biometrics, compared to Germany (17%), Japan (15%), France (14%) and the UK (14%).

“MFA and SSO are still relatively new technologies for the vast majority of organizations, and developing biometrics or passwordless is a heavy lift,” added Rees-Pullman. “With a modern identity platform, businesses can not only offer the easiest and most secure user experience possible, they can also experiment with different login options to find what works best for their audience.”

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