Email teams being challenged with high cart abandonment rates should push back — the real problem is not bad personalization or copy, but passwords.
People are fed up with them. And their behavior reflects it, judging by the 2023 Online Authentication Barometer, a global study by the Fido Alliance, conducted by Sapio Research.
U.S. consumers abandon a purchase and stop accessing an online service because they can’t remember their passwords 4.76 times per day on average, up from 3.71 in 2022 — a 28.30% increase.
Of those polled, almost half abandon purchases in the following number of times:
Never — 53%
1 to 2 — 22%
3 to 5 — 13%
6 to 10 — 6%
11 to 15 — 3%
More than 15 — 2%
And shoppers are even more likely to give up on accessing an online service for this reason:
Some of the frustration may be due to frequency — people in the U.S. enter a password manually without two-factor authentication a mean average of 4.49 times per day or 1,639.38 times per year — the global high.
Consumers have their own ideas on how to deal with the problem: oddly, biometrics is the most popular method of signing in:
They seem fairly aware of passkeys. They say they are:
Add it all up, and 63% are very or somewhat familiar.
This study was conducted in the context of security. It found that 54% have seen an increase in suspicious messages and scams, and that the bad actors have become more sophisticated. But 52% believe that they are better at spotting them.
Sapio Research surveyed 10,010 consumers across the U.S., U.K., Germany, Australia, Singapore, Japan, South Korea, India and China in August 2023.