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Businesses Fall Short of Consumer Expectations for Login Experiences, Auth0 Survey Reveals

Desire for ease and security driving consumers to seek out modern identity technology

Last Updated On: October 12, 2021

Editor's Note: The Login Experience Customers Want study has been expanded to include 12 markets and is now available as part of The Log Inn campaign. To learn more about the campaign and read the full study please visit:

LONDON – June 1, 2021 – The Auth0 Identity Platform, a product unit within Okta, today 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 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 around the world want greater choice in login technologies, and actively seek them out. Half (47%) of 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 four in ten (44%) are also more likely to sign up if they can log in with Single Sign-On (SSO) – using a single ID and password for multiple related services, followed closely by demand for biometrics (42%), social logins (34%), and passwordless (32%).

Most businesses don’t offer these login options, despite the demand, and general frustration with using traditional passwords. While 45% of businesses surveyed do offer SSO capabilities, less than one-third offer MFA (28%), biometrics (21%), social logins (31%), or passwordless (20%). 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 Steven Rees-Pullman, SVP, International 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.”

Comparing the results internationally, European organizations are on par with their Asia-Pacific counterparts in offering SSO for their customers; however, they’re well behind the curve when it comes to biometric login adoption vs. consumer expectations. UK businesses are falling especially short when it comes to biometrics, where only 14% of businesses offer biometrics, MFA (28%), and passwordless (13%).

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%), Japan (15%), 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 Rees-Pullman. “With a modern identity platform, businesses can not only offer the easiest and most secure user experience possible, but 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. Please visit Auth0 Identity Platform to learn more.


‘The Login Experience Customers Want’ study was conducted online by Auth0 and YouGov between 23 February and 1 March 2021. The research consisted of two surveys, questioning more than 8,000 consumers and 1,200 IT and marketing decision-makers who work for businesses that offer an app/online service to customers (excluding sole-traders) across six global markets: the UK, France, Germany, Australia, Singapore, and Japan. The data for the consumer study was post-weighted by age, gender, and region to reflect the latest population estimates in each market.

About Auth0

Auth0 by Okta takes a modern approach to customer identity and enables organizations to provide secure access to any application, for any user. Auth0 is a highly customizable platform that is as simple as development teams want, and as flexible as they need. Safeguarding billions of login transactions each month, Auth0 delivers convenience, privacy, and security so customers can focus on innovation. For more information, visit

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