Ping survey shows high friction cost in online services –


Ping Identity shared the poll results this suggests that businesses will continue to lose customers if they don’t provide a good online experience. The results are based on responses from over 3,400 consumers in the US, UK, Germany, France and Australia.


Digging into the specifics, the majority (77%) of Ping respondents have given up on an account creation process at some point in the past few years. In doing so, they identified several major issues, citing the number of security steps (29%), an excessively long onboarding process (33%), and intrusive requests for personal information (40%) as the elements that urged them to move away. interaction.

According to Ping, these results show that consumers are increasingly impatient with poor customer service and are more and more willing to go in search of something better. This has obvious implications for a company’s bottom line. Fifty-six percent of respondents abandoned a service with a poor sign-in experience, and 63 percent said they would go for a competitor with simpler identity verification procedures.

Fortunately, the survey hints at some of the steps businesses can take to address the issue. The majority (58%) of those surveyed would feel comfortable storing and using a digital ID on their smartphone, and almost half (46%) would prefer to use a service that does not require them to use words password when logging in, and presents them instead. along with other more streamlined authentication options.

Businesses should also give consumers more control over their privacy. Eighty-five percent want to know how their personal information is being used, but 72 percent had trouble finding that information and 60 percent have given up on a service because they feared privacy. These trends are likely to become more pronounced, as Gen Z is more likely to adjust their privacy settings than members of older generations (89-72%).

“Businesses need to integrate their security, privacy and user experience strategies to meet the expectations of modern consumers,” said Richard Bird, director of customer information for Ping. “Individuals are quick to find better experiences elsewhere, so businesses that prioritize customer experience now will gain long-term loyalty. “

Ping Identity currently offers a biometric integration solution which uses facial recognition to match new customers to an ID document. The company acquired behavioral biometrics provider SecuredTouch in June, and more recently discussed how modern identity technologies can help prevent fraud in a webinar with FindBiometrics.

(Originally posted on FindBiometrics)


Veronica J. Snell

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