02 Jun 2021
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Auth0 survey reveals Australian businesses fail to meet login expectations

By Catherine Knowles

Most Australian organisations fail to meet consumer expectations around login technology, highlighting a growing need for modern identity technology.

This is according to Auth0’s international research into Customer Identity and Access Management (CIAM), The Login Experience Customers Want, conducted in collaboration with YouGov.

The study found that Australian consumers want greater choice in login technologies, and actively seek them out.

More than half (52%) of Australian 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 half (53%) are also more likely to sign up if a company offers single sign-on (SSO) - using a single ID and password for multiple related services, followed closely by demand for biometrics (47%), social logins (44%), and passwordless (46%).

In addition, the survey finds that most Australian businesses don’t offer these login options, despite the demand, and users experience general frustration with using traditional passwords.

While 53% of local businesses surveyed do offer SSO capabilities, less than one-third offer MFA (30%), biometrics (34%), social logins (38%), or passwordless (23%).

Across the six markets surveyed globally, 11% of the IT and marketing decision makers said they don’t offer any of these login technologies.

Comparing the results internationally, APAC organisations 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%).

Auth0 general manager APAC Richard Marr says, “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.

"With the proliferation of online threats, organisations are challenged to find the right balance between ease and security, and it’s really an ‘aha moment’ when they realise how identity management can help.”

Marr says, “MFA and SSO are still relatively new technologies for the vast majority of organisations, and developing biometrics or passwordless is a heavy lift.

"With a modern identity platform, businesses can not only offer the easiest and most secure user experience possible, 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 organisations meet the security, privacy, and convenience needs of their users.

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