Retail
Sign-in shapes the sale
44%
of retail respondents say authentication has a big impact on average order value.
Customer Identity Trends Report
Identity is the new revenue growth engine
See what global surveys of consumers, developers, and senior leaders reveal about driving digital growth and closing the AI trust gap.
0%Learn about auth friction0%Explore security vs. convenience0%Discover the agentic future
of consumers say
they’d abandon a site or app if asked to create an account before seeing key information.
of consumers value
control over their data, compared with 63% who value tailored recommendations.
of organizations have
AI features in production or development, but only 38% of consumers want to give AI decision-making authority.
Auth friction
Innovation means little if auth friction is costing you customers
Even the best new experiences fall short when sign-up or login gets in the way.
74% of consumers say they’d abandon an experience if asked to create an account before seeing key information. The effects continue beyond sign-up: 73% of developers report that authentication has a major or moderate impact on customer retention, and 71% say it affects daily or weekly usage.
Industry spotlight
The cost of friction across industries
Financial
A difficult login costs customers
17%
of financial services firms say they're losing customers because authentication is too difficult.
Tech
Security shouldn't turn people away
1 in 5
tech, media, and telecom organizations report losing customers because of security checks.
Security vs. convenience
Consumers expect security without sacrificing convenience
Customers don’t want to trade easy access for peace of mind.
While 63% of consumers value tailored recommendations, 89% value control over their data and the ability to see how it’s used. Their expectations for security are just as clear: 93% say strong security without difficult access helps them trust an app or website.
Which app and website features do consumers value in your region?
Select a country to compare the features consumers value most.
Control over my data and how it’s used
89%
Pick up where I left off across sessions
85%
Faster checkout with saved information
84%
Pick up where I left off on another device
80%
An experience that learns my preferences
64%
Recommendations tailored to me
63%
0%25%50%75%100%
Percentage who rated each feature “very valuable” or “rather valuable.”
The agentic future
AI agents are here. Are your controls ready?
Consumers want AI, but on their own terms.
While 75% of organizations have AI features in production or development, just 6% of consumers want AI to make final decisions and act entirely on its own. For lower-risk tasks, people are more willing to let AI act if they can approve the action first or undo it afterward. The message for brands is clear: give customers a say in what AI does on their behalf.
The AI trust gap: control over autonomy
Let AI handle as much as possible
6%
Let AI handle routine tasks; I make important decisions
32%
Give me suggestions; I’ll make the decisions
37%
Use little or no AI
25%
0%25%50%75%100%
Explore the findings beyond the global numbers
Join our webinar for a closer look at customer identity trends.
