Skip to main content

Join a DevLab in your city and become a Customer Identity pro!

Join a DevLab in your city and become a Customer Identity pro!

Register now

Register now

Join a DevLab in your city!

Sign up
Contact Us
Questions? Contact us: 1 (800) 425-1267

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.

Download the report

Delivering great digital experiences is the name of the game.

But meeting customer expectations is easier said than done.

Let’s find out why …


More accounts. More problems.

Regardless of region, most consumers maintain 10 to 20 active accounts at any one time. The emphasis here is on “active” — consumers likely have many unmaintained accounts that create security risks and contribute to account churn.

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%


The hidden costs of passwords

Consumers will spend more when they encounter less friction, like passwords, during the login process. This holds true across industries and regions.

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.

GoAC bigger

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.

Download the report
To connect with a product expert today, use our chat box, email us, or call +1-800-425-1267.
Contact Us

Copyright © 2023 Okta. All rights reserved.
  • Privacy Policy
  • Site Terms
  • Security
  • Sitemap
  • Your Privacy Choices