The Demand For Convenience: Key Takeaways From the Ping Identity CIAM Survey

As a leader in the identity and access management industry, Ping Identity strives to understand the challenges consumers face and the expectations they have for the brands they interact with. The Ping Identity CIAM Survey titled “The Balancing Act: Earning Trust Through Convenience and Security” has given us a lot of information about consumers’ relationship with their identity and why they continue to choose digital channels that offer the right balance of convenience and security.

The data we collect provides our partners with the knowledge they need to stay ahead of CIAM trends so that they can effectively meet the expectations of their user base with the support of Ping Identity’s innovative products and solutions. With this information, we can help our partners keep up and earn their customers’ trust by providing frictionless and secure experiences. Plus, understand the innovations we need to continue making as a leader in IAM to continue to serve our clients as these trends continue to transform.

Here are some eye-opening stats and overall consumer insights that we learned from this year’s survey:

• 59% have abandoned an online experience with a frustrating login process

• 61% are willing to leave for competitors offering easier login

• 63% feel better about a service that uses MFA

• 43% have experienced fraud because their personal information was stolen online

• 77% agree they’ll never be fully in control of their personal information online

Customers Will Abandon Accounts with Inefficient Logins

As more and more of their personal information is managed online, customers are willing to drop any service they deem to be too frustrating or too demanding of their data. In order for them to continue logging into their existing accounts they have to be presented with a frictionless experience and be confident their data is secure.

Customers Want One-Click Convenience with Enhanced Protection

Today’s customers expect both data protection and an easy login experience. One notable increase year-over-year from our survey is how many consumers reacted positively to a site or service using multi-factor authentication—a jump from 53% last year to 63% this year. But in terms of convenience, they think that it should be just as easy to log into sensitive accounts such as banks or healthcare as their retail or social media accounts. These might seem like contradictory requests, but we can help you figure out how to use identity to give your customers what they really want.

Fraud Impacts How Customers Choose to Engage with Brands

Consumer concerns over protecting their personal information online are well-founded. Many of them answered in our survey that they recently experienced fraud firsthand. Not only is the risk of identity theft or unauthorized account transactions a headache, but on average consumers also reported it took two weeks to resolve their most recent fraud experience with 35% reporting it still hadn’t been resolved. Fraud is always top of mind for any digital transaction. This is especially heightened during the rush of online holiday shopping. That’s why we have specific advice for retailers to prepare and anticipate for the holiday rush.

Customers Are Curious About Digital IDs

Digital IDs are a powerful new tool that utilizes decentralized identity to offer a way for consumers to log in quickly, offer as little personal information as possible, and retain more control over the personal data they’re required to give. As more and more customers become savvy about the benefits that digital IDs offer, they increasingly trust them as the balance between safety and service. Decentralized identity can be a powerful tool and we can offer the right solution for your business.

To read about these insights and trends in more detail, download a complimentary copy of the Ping Identity CIAM Survey.