Australian consumers demand frictionless login

Australian consumers are increasingly demanding a frictionless online login experience that nevertheless uses two-factor authentication (MFA), according to Ping Identity.

A survey conducted by the identity authentication solution found that 60% of consumer respondents feel better about using services that use MFA at login.

But at the same time, 61% of respondents indicated that they would switch services to a competitor if the login experience was easier, and 63% indicated that they have abandoned an online experience when the login process was too frustrating.

Two in three (64%) consumers feel that banks and medical sites should have the same easy login as social media companies.

Meanwhile, nearly half (48%) of respondents are comfortable with the idea of a digital identity card that stores all of their personal information securely, while 53% would prefer to keep a digital ID card on a personal device rather than in the cloud.

Ping Identity Head of APAC Ashley Diffey said the findings show that consumers are crying out for changes to the online login process.

“Despite the digital transformation some Australian organisations underwent during the pandemic, financial pressures and resourcing constraints have impacted their ability to execute their broader strategy, resulting in many brands still struggling to engage their customers in a secure and convenient way,” Diffey said.

“The data makes it clear that the companies which prioritise simple online experiences, while providing meaningful security controls to ensure personal data is protected, will be the ones to thrive long term.”

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