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Customer Identity Trends Report

Based on a survey of more than 20,000 consumers across 14 countries, this report examines customer attitudes toward convenience, privacy, and security — and the implications for brands.

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Delivering great digital experiences is the name of the game.

But meeting customer expectations is easier said than done.

Let’s find out why …

By the

As digital transactions continue to play a larger role in our lives, the number of accounts we need to manage grows too.


of consumers have 10 or more active accounts


have 20 or more — led by Europe, with 39%

By the

Nothing causes more friction than passwords, and so trouble starts the moment customers set up an account.


of consumers find creating passwords that meet certain requirements frustrating


of consumers report that at least once a month they’re unable to log in to an account because they forgot their username or password

Consumers value control over convenience


Customers want personalized experiences, but they also want control over their information. When asked to choose between the two, consumers favored maintaining control — especially for transactions in financial services and insurance, healthcare, and the public sector.

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Figure 9: Composite score based on respondents' preferences for a frictionless user experience versus maintaining control over their data. Higher numbers on the five-point scale indicate a preference for control; lower numbers indicate a preference for convenience.

Dive in

Discover how your customers are thinking about Identity and optimize your digital experiences.

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