Businesses fall short of consumer expectations for login experiences

Auth0, the modern identity platform, has announced findings from its international research into Customer Identity and Access Management (CIAM), The Login Experience Customers Want.
The study, conducted by Auth0 and YouGov, reveals that most organizations in Asia Pacific (APAC) 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 across APAC want greater choice in login technologies and actively seek them out. More than half (51%) of APAC consumers surveyed say they are more likely to sign up to an app or online service if a company offers Multi-factor Authentication (MFA).
More than half (52%) are also more likely to sign up if a company offers Single Sign-On (SSO) – using a single ID and password for multiple related services, followed closely by demand for biometrics (47%), social logins (42%) and passwordless (40%).
Most APAC businesses don’t offer these login options, despite the demand and general frustration with using traditional passwords. While 45% of businesses across the region surveyed do offer SSO capabilities, less than one-third offer MFA (31%), biometrics (28%), social logins (37%) or passwordless (22%).
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. Consumers want to use digital services, but if the login process is clunky or frustrating, they will take their businesses elsewhere,” said Richard Marr, General Manager for APAC at Auth0.
“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.”
Looking at the international comparison, 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%), 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,” adds Marr. “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.”
Auth0, recently acquired by Okta, provides a modern identity platform that helps organizations meet the security, privacy and convenience needs of their users.