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2022 Global Customer Engagement Review

Businesses in APAC fall short on one CX facet: login tech, survey shows


Singapore – Most organizations in APAC fail to meet consumer expectations around login technology, highlighting how a login box can impact the user experience of a brand, new findings from global modern identity platform Auth0 and market research company YouGov.

According to the study, consumers across APAC want significant choices in login technologies. About 51% of APAC consumers surveyed say they are more likely to sign up for an app or online service if a company offers Multi-factor Authentication (MFA), while 52% 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. This was followed closely by demand for biometrics with 47%, social logins with 42%, and passwordless logins with 40%.

The study found that most APAC businesses don’t offer these login options, despite the demand, and general frustration with using traditional passwords. While 45% of businesses across the region surveyed do offer SSO capabilities, less than one-third offer MFA (31%), biometrics (28%), social logins (37%), or passwordless (22%). Across the six markets surveyed, namely the UK, France, Germany, and Australia, as well as Singapore, and Japan, about 11% of the IT and marketing decision-makers said they don’t offer any of these login technologies.

On the other hand, looking at the international comparison, APAC organizations 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 with 17%, France with 14%, and the UK with 14%.

Auth0 APAC’s General Manager Richard Marr commented that consumers want to use digital services, but if the login process is clunky or frustrating, they will take their businesses elsewhere. 

He further shared that with the proliferation of online threats, organizations are challenged to find the right balance between ease and security, and it’s really an ‘aha moment’ when they realize how identity management can help.

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

Auth0, recently acquired by Okta, is an organization that provides a modern identity platform that helps organizations meet the security, privacy, and convenience needs of their users. 

‘The Login Experience Customers Want’ study was conducted online last  23 February and 1 March 2021, questioning more than 8,000 consumers and 1,200 IT and marketing decision-makers who work for businesses that offer an app/online service to customers.

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