Consumer Behavior

Consumers rank ease of use tops in digital experiences

Photo: Adobe Stock

November 1, 2023

When it comes to the digital experience 81% of consumer rank ease of use as most important and 63% are most concerned about identity theft.

Those are top findings from a Ping Identity report that evaluated consumer sentiment around online brands.

The data also revealed 65% would switch to a comparable brand if it offered passwordless authentication, according to a press release on the findings.

"In today's world, consumers hold all of the power. Not only is there more competition among brands to see who can deliver the best digital experience, but consumers are more informed than ever. They know what they want from an organization to create a positive digital experience – and they're willing to leave a brand that isn't meeting their needs," Peter Barker, chief product officer at Ping Identity, said in the release. "To stay ahead of competition, businesses need to create easy and personalized experiences that alleviate security concerns without collecting too much personal data."

Additional findings include:

• 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%).
• 59% are still storing passwords by memory alone, with 54% admitting they have too many to keep track of.
• 43% of consumers would leave an online service to switch to a competitor if the competitor's login process was significantly easier.
• 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.
• Only 10% of consumers have full trust in the organizations that manage their identity data, with the most trust in banks (61%) and healthcare services (51%).

The findings detailed are based on responses collected from two surveys. The first gathered responses from 9,519 consumers across 14 regions, and the second survey gathered responses from 3,400 consumers in five select markets: the US, UK, France, Germany, and Australia.