Do APAC consumers take their business elsewhere just because a particular service offered only traditional password-based logins?

Between 23 Feb and 1 Mar this year, research consisting of two surveys of more than 8,000 consumers and 1,200 IT and marketing decision makers offering an app/online service to customers (excluding sole-traders) was conducted across the UK, France, Germany, Australia, Singapore, and Japan.

Commissioned by identity verification and access management platform Auth0, the findings from its international research concludes that “most organizations in the Asia Pacific region (APAC) fail to meet consumer expectations around login technology, highlighting how a login box can impact the user experience of a brand.”

The study found that APAC consumers (sample size 3,015 consumers and 603 managers) surveyed wanted greater choice in login technologies and actively sought them out. Furthermore:

  • 51% of APAC respondents said they were more likely to sign up to an app or online service if a company offers Multi-factor Authentication (MFA).
  • 52% of APAC respondents indicated that they were 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 (42%), and passwordless (40%).
  • 45% of APAC respondents offered SSO capabilities, 31% offered MFA; 28% offered biometrics; 37% offered social logins (37%); and 22% offered passwordless logins.
  • Across the six markets surveyed, 11% of the IT and marketing decision makers said they did not offer any of these log-in technologies.
  • Compared to the global scene, APAC respondents were ahead of their European counterparts in offering technology such as social logins, biometrics, and MFA. Australian and Singaporean businesses were twice as likely to use biometric login, with 34% of IT and marketing decision makers surveyed saying their companies currently offered customers the ability to log in with the use of biometrics, compared to Germany (17%), France (14%), and the UK (14%).

Said the firm’s General Manager for APAC, Richard Marr: “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, organizations are challenged to find the right balance between ease and security.”

According to Marr, MFA and SSO are still relatively new technologies for the vast majority of organizations, and they can experiment with different login options to find what works best for their audience.