Customer Identity Trends Report 2023
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 online service providers.
Discover the consumer attitudes towards convenience, security and privacy in the Asia-Pacific region, and how they contrast with the rest of the world.
Delivering great digital experiences contributes to revenue and helps brands earn long-term loyalty.
But meeting customer expectations is an ongoing challenge for organisations around the world.
Let’s find out why …
More accounts. More problems.
Regardless of region, most consumers maintain 10 to 20 active accounts at any one time. However, in the Asia-Pacific consumers are creating fewer new online accounts than any survey participants elsewhere in the world. 27% stated they have not created new accounts at all during that time frame, compared to North America (19%) and Europe (15%).
As digital transactions continue to play a larger role in our lives, the number of accounts we need to manage grows too.
of respondents in the Asia-Pacific have 10 or more active accounts
have 20 or more — slightly below Europe, that leads with 39%
“Brands are learning that their visitors want the company-to-consumer relationship to develop much like personal relationships develop in real life, through a series of trusted and delightful interactions. No one would want to give you all of their personal information on a first date; the same is true for a first visit.”
Senior Vice President, Marketing
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.
Nothing causes more friction than passwords, and so trouble starts the moment customers set up an account.
of Asia-Pacific respondents indicated feeling frustrated when they have to create a password that meets certain requirements
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
Customers want control over their own data
The large majority of survey respondents consider it important to have control over their own data when interacting with a brand online.
Of all Asia-Pacific respondents:
- 60% are aware of their own data security practices.
- 45% are confident they are protecting their data with strong passwords
- 38% claim they use different passwords for all of their accounts
- 40% say they restrict the data they share as much as possible