How many customers abandon sign-up because of login friction?

In Auth0's 2026 Customer Identity Trends Report, 74% of consumers said they would abandon a site or app if asked to create an account before seeing key information. In the Thales Digital Trust Index 2026, 68% of consumers had abandoned or switched providers because of slow performance or complicated sign-up, and 57% reported problems accessing a website in the past year.

What percentage of sign-ups are fraudulent?

Auth0 reported that 46% of sign-up attempts on its platform in 2024 met its attack criteria. In some multi-month attacks on retail and e-commerce sites, fraudulent sign-ups outnumbered legitimate ones by 120 times.

Do consumers want more security at login or less?

Most want both. In the Thales Digital Trust Index 2026, 45% preferred stronger security checks even if sign-up took longer, against 22% who favored faster access with lighter protections, and 69% said MFA increases their trust. Auth0 found 93% of consumers say strong security without difficult access helps them trust an app.

How many consumers trust companies with their personal data?

Ping Identity's 2026 survey of 11,000 consumers found only 12% fully trust organizations to manage their identity data, down from 17% in 2025. Thales found only 16% clearly understand how companies use their data, and in its 2025 index 82% had abandoned a brand over data use concerns. Cisco's 2024 survey found 75% will not buy from companies they do not trust with their data.

How much money do US consumers lose to fraud?

The FTC said consumers reported $15.9 billion in fraud losses to its Consumer Sentinel Network in 2025, from 3 million fraud reports, up from over $12 billion in 2024.

Statistics · 23 sourced figures · last checked 2026-11-05

Customer identity (CIAM) statistics 2026

Name: Customer identity (CIAM) statistics 2026
Creator: Start with Identity
License: https://creativecommons.org/licenses/by/4.0/
Keywords: Customer identity (CIAM), Sign-up and login friction, Security expectations and habits, Fraud and attacks on consumer accounts, Consumer trust and privacy

As of November 2026: Login friction costs customers: 74% of consumers in Auth0's 2026 survey would abandon a site that forces account creation before showing key information, and 68% in the Thales Digital Trust Index 2026 abandoned or switched providers over slow or complicated sign-up. Attackers target the same front door, with 46% of 2024 sign-up attempts on Auth0 meeting its attack criteria. Trust is thin: only 12% of consumers fully trust organizations to manage their identity data, per Ping Identity.

Sign-up and login friction

74%
74% of consumers say they would abandon a site or app if asked to create an account before seeing key information, per Auth0's 2026 Customer Identity Trends Report.
Source: Auth0 (Okta), 2026 Customer Identity Trends Report, published November 3, 2026
Method: Auth0 (Okta) surveys of more than 5,200 consumers and 900 engineering and executive leaders for its 2026 Customer Identity Trends Report. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "2026 Customer Identity Trends Report," November 3, 2026, https://auth0.com/resources/ebooks/customer-identity-trends-report-2026/. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-account-wall-abandon (checked 2026-11-05).
57%
57% of consumers surveyed in 13 countries reported problems accessing a website in the past year, according to the Thales Digital Trust Index 2026.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-access-problems (checked 2026-11-05).
68%
68% of consumers in the Thales Digital Trust Index 2026 abandoned or switched providers because of slow performance or complicated sign-up processes.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-switched-signup-friction (checked 2026-11-05).
33%
When access feels too slow or intrusive, 33% of consumers switch to a competitor or abandon the attempt, per the Thales Digital Trust Index 2026.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-abandon-slow-access (checked 2026-11-05).
62%
Long sign-up or login forms frustrated 62% of consumers surveyed for Auth0's Customer Identity Trends Report 2025.
Source: Auth0 (Okta), Auth0's Customer Identity Trends Report 2025, published July 15, 2025
Method: Auth0 platform telemetry for 2024 combined with a global survey of 6,750 consumers, as described in Auth0's summary of its Customer Identity Trends Report 2025. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "Auth0's Customer Identity Trends Report 2025," July 15, 2025, https://community.auth0.com/t/auth0s-customer-identity-trends-report-2025/189237. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-long-forms-frustration (checked 2026-11-05).
17%
17% of financial services firms surveyed by Auth0 say they are losing customers because authentication is too difficult.
Source: Auth0 (Okta), 2026 Customer Identity Trends Report, published November 3, 2026
Method: Auth0 (Okta) surveys of more than 5,200 consumers and 900 engineering and executive leaders for its 2026 Customer Identity Trends Report; this figure comes from the organization respondents. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "2026 Customer Identity Trends Report," November 3, 2026, https://auth0.com/customer-identity-trends-report/. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-finserv-losing-customers (checked 2026-11-05).

Security expectations and habits

22%
Only 22% of consumers in the Thales Digital Trust Index 2026 favor faster access with lighter protections, while 45% prefer stronger security checks even if sign-up takes longer.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-prefer-faster-lighter (checked 2026-11-05).
69%
69% of consumers say multifactor authentication increases their trust in a company, and 68% say the same about passkeys, per the Thales Digital Trust Index 2026.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-mfa-increases-trust (checked 2026-11-05).
93%
93% of consumers say strong security without difficult access helps them trust an app or website, according to Auth0's 2026 Customer Identity Trends Report.
Source: Auth0 (Okta), 2026 Customer Identity Trends Report, published November 3, 2026
Method: Auth0 (Okta) surveys of more than 5,200 consumers and 900 engineering and executive leaders for its 2026 Customer Identity Trends Report. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "2026 Customer Identity Trends Report," November 3, 2026, https://auth0.com/customer-identity-trends-report/. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-security-without-difficulty (checked 2026-11-05).
68%
68% of consumers surveyed for Auth0's Customer Identity Trends Report 2025 admitted to reusing passwords across multiple accounts.
Source: Auth0 (Okta), Auth0's Customer Identity Trends Report 2025, published July 15, 2025
Method: Auth0 platform telemetry for 2024 combined with a global survey of 6,750 consumers, as described in Auth0's summary of its Customer Identity Trends Report 2025. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "Auth0's Customer Identity Trends Report 2025," July 15, 2025, https://community.auth0.com/t/auth0s-customer-identity-trends-report-2025/189237. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-password-reuse (checked 2026-11-05).
68%
68% of consumers in Cisco's 2024 Consumer Privacy Survey say they use multi-factor authentication when possible, and 61% use a password manager.
Source: Cisco, Cisco 2024 Consumer Privacy Survey, published October 2024
Method: Double-blind survey of more than 2,600 adults in 12 countries conducted in summer 2024. Last checked 2026-11-05.
How to cite
Cisco, "Cisco 2024 Consumer Privacy Survey," October 2024, https://www.cisco.com/c/dam/en_us/about/doing_business/trust-center/docs/cisco-consumer-privacy-report-2024.pdf. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-cisco-consumers-use-mfa (checked 2026-11-05).
64%
64% of consumers said their confidence in a brand would significantly increase if it adopted technologies such as passwordless authentication, biometrics and multifactor authentication, per the Thales 2025 Digital Trust Index.
Source: Thales, Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index, published March 18, 2025
Method: Thales survey of more than 14,000 consumers across 14 countries for its 2025 Digital Trust Index, consumer edition. Last checked 2026-11-05.
How to cite
Thales, "Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index," March 18, 2025, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2025. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-advanced-auth-confidence (checked 2026-11-05).

Fraud and attacks on consumer accounts

46%
46% of sign-up attempts on the Auth0 platform in 2024 met Auth0's attack criteria, a measure of fraudulent and bot registrations.
Source: Auth0 (Okta), Auth0's Customer Identity Trends Report 2025, published July 15, 2025
Method: Auth0 platform telemetry on sign-up requests processed in 2024, from Auth0's Customer Identity Trends Report 2025. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "Auth0's Customer Identity Trends Report 2025," July 15, 2025, https://community.auth0.com/t/auth0s-customer-identity-trends-report-2025/189237. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-signup-attack-share (checked 2026-11-05).
120 times
In multi-month attacks on retail and e-commerce sites, fraudulent sign-ups outnumbered legitimate ones by 120 times, according to Auth0's Customer Identity Trends Report 2025.
Source: Auth0 (Okta), Auth0's Customer Identity Trends Report 2025, published July 15, 2025
Method: Auth0 platform telemetry on sign-up requests processed in 2024, from Auth0's Customer Identity Trends Report 2025. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "Auth0's Customer Identity Trends Report 2025," July 15, 2025, https://community.auth0.com/t/auth0s-customer-identity-trends-report-2025/189237. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-retail-fake-signups (checked 2026-11-05).
$15.9 billion
US consumers reported $15.9 billion in fraud losses to the FTC's Consumer Sentinel Network in 2025, from 3 million fraud reports, up from over $12 billion in 2024.
Source: US Federal Trade Commission, Prepared Statement of the FTC on The Rising Scam Economy, Joint Economic Committee, published March 25, 2026
Method: Count of consumer fraud reports submitted to the FTC's Consumer Sentinel Network in calendar year 2025, which the FTC notes understates actual losses. Last checked 2026-11-05.
How to cite
US Federal Trade Commission, "Prepared Statement of the FTC on The Rising Scam Economy, Joint Economic Committee," March 25, 2026, https://www.ftc.gov/system/files/ftc_gov/pdf/ftc-testimony-jec-hearing-on-the-rising-scam-economy.pdf. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-ftc-fraud-losses-2025 (checked 2026-11-05).
19%
Nearly one in five consumers (19%) surveyed for the Thales 2025 Digital Trust Index had been told their personal data was compromised in the past year.
Source: Thales, Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index, published March 18, 2025
Method: Thales survey of more than 14,000 consumers across 14 countries for its 2025 Digital Trust Index, consumer edition. Last checked 2026-11-05.
How to cite
Thales, "Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index," March 18, 2025, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2025. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-data-compromised (checked 2026-11-05).

Consumer trust and privacy

82%
82% of consumers surveyed for the Thales 2025 Digital Trust Index had abandoned a brand in the past 12 months over concerns about how their personal data was used.
Source: Thales, Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index, published March 18, 2025
Method: Thales survey of more than 14,000 consumers across 14 countries for its 2025 Digital Trust Index, consumer edition. Last checked 2026-11-05.
How to cite
Thales, "Global Trust in Digital Services Declines, finds Thales 2025 Digital Trust Index," March 18, 2025, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2025. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-abandoned-brand-data-use (checked 2026-11-05).
75%
75% of consumers in Cisco's 2024 Consumer Privacy Survey say they will not buy from companies they do not trust with their data.
Source: Cisco, How safe is our data? Consumers want to know, published October 30, 2024
Method: Cisco 2024 Consumer Privacy Survey of more than 2,600 people across 12 countries. Last checked 2026-11-05.
How to cite
Cisco, "How safe is our data? Consumers want to know," October 30, 2024, https://newsroom.cisco.com/c/r/newsroom/en/us/a/y2024/m10/how-safe-is-our-data-consumers-want-to-know.html. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-cisco-wont-buy-untrusted (checked 2026-11-05).
12%
Only 12% of consumers fully trust organizations to manage their identity data, down from 17% in 2025, per Ping Identity's 2026 consumer survey.
Source: Ping Identity, Ping Identity Survey Finds AI Trust Changes When Assistance Turns to Action, published October 6, 2026
Method: Double-opt-in survey of 11,000 consumers in 12 countries conducted by Talker Research for Ping Identity. Last checked 2026-11-05.
How to cite
Ping Identity, "Ping Identity Survey Finds AI Trust Changes When Assistance Turns to Action," October 6, 2026, https://press.pingidentity.com/2026-10-06-Ping-Identity-Survey-Finds-AI-Trust-Changes-When-Assistance-Turns-to-Action. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-ping-trust-identity-data (checked 2026-11-05).
16%
Only 16% of consumers in the Thales Digital Trust Index 2026 say they clearly understand how companies collect and use their personal data.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-understand-data-use (checked 2026-11-05).
89%
89% of consumers rate control over their data and the ability to see how it is used as valuable, against 63% for tailored recommendations, per Auth0's 2026 Customer Identity Trends Report.
Source: Auth0 (Okta), 2026 Customer Identity Trends Report, published November 3, 2026
Method: Auth0 (Okta) surveys of more than 5,200 consumers and 900 engineering and executive leaders for its 2026 Customer Identity Trends Report. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "2026 Customer Identity Trends Report," November 3, 2026, https://auth0.com/customer-identity-trends-report/. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-value-data-control (checked 2026-11-05).
23%
Only 23% of consumers trust companies that use AI to handle their data, while 93% of IT leaders are deploying generative AI, per the Thales Digital Trust Index 2026.
Source: Thales, Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue, published March 31, 2026
Method: Vanson Bourne survey for Thales in January and February 2026 of 14,300 consumers, 1,300 partner users and 200 IT decision makers in 13 countries. Last checked 2026-11-05.
How to cite
Thales, "Digital Trust Index 2026: AI Skepticism and Identity Access Friction Are Costing Revenue," March 31, 2026, https://cpl.thalesgroup.com/about-us/newsroom/digital-trust-index-2026-ai-skepticism-identity-access-friction. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-thales-trust-ai-data (checked 2026-11-05).
6%
Just 6% of consumers want AI to make final decisions and act entirely on its own, according to Auth0's 2026 Customer Identity Trends Report.
Source: Auth0 (Okta), 2026 Customer Identity Trends Report, published November 3, 2026
Method: Auth0 (Okta) surveys of more than 5,200 consumers and 900 engineering and executive leaders for its 2026 Customer Identity Trends Report. Last checked 2026-11-05.
How to cite
Auth0 (Okta), "2026 Customer Identity Trends Report," November 3, 2026, https://auth0.com/customer-identity-trends-report/. Compiled in Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/#ciam-auth0-ai-full-autonomy (checked 2026-11-05).

From SWI's own datasets

Computed from Start with Identity's own primary-sourced datasets each time the site is built, so these figures move when the data does. Follow each link for the records behind the number.

17 of 28
CIAM vendors price 10,000 monthly active users at $0 on a published plan, from pricing pages checked 2026-11-05.
SWI Identity Pricing at Scale
3 of 28
are still free at 100,000 monthly active users; 8 need a sales quote at that size.
SWI Identity Pricing at Scale
$837
median published monthly list price for 100,000 MAU across the 17 vendors that publish one.
SWI Identity Pricing at Scale
53%
of 30 CIAM vendors publish a full price list or are free, snapshot 2026-10-30.
SWI Identity Pricing Transparency Index
7
breaches in our database began with credential stuffing against customer or user logins.
SWI Identity Breach Database

What qualifies as a statistic

Every figure on this page is primary (linked to the publisher's own report, press release or official page, never a stats roundup), dated (the publisher's release date is shown) and has a stated method (survey sample, telemetry or official count). We read each number on its source page on the date shown as last checked, and drop anything we cannot verify.

Vendor surveys are labeled with the vendor's name: treat them as one company's view of its own customers or respondents, not a census. Spot an error or a newer edition? Tell us.

How to cite this page

Cite the original publisher for each number (every card has a "How to cite" line), and link this page as the compilation. Our compilation is CC BY 4.0; download it as CSV or JSON.

Start with Identity, "Customer identity (CIAM) statistics 2026," https://startwithidentity.com/statistics/ciam/ (last checked 2026-11-05). Cite each figure to its original publisher.

Related on Start with Identity

More identity statistics

Passkeys MFA Credential attacks Identity breaches Non-human identity Digital identity Identity market

Customer identity (CIAM) statistics: questions

How many customers abandon sign-up because of login friction?: In Auth0's 2026 Customer Identity Trends Report, 74% of consumers said they would abandon a site or app if asked to create an account before seeing key information. In the Thales Digital Trust Index 2026, 68% of consumers had abandoned or switched providers because of slow performance or complicated sign-up, and 57% reported problems accessing a website in the past year.
What percentage of sign-ups are fraudulent?: Auth0 reported that 46% of sign-up attempts on its platform in 2024 met its attack criteria. In some multi-month attacks on retail and e-commerce sites, fraudulent sign-ups outnumbered legitimate ones by 120 times.
Do consumers want more security at login or less?: Most want both. In the Thales Digital Trust Index 2026, 45% preferred stronger security checks even if sign-up took longer, against 22% who favored faster access with lighter protections, and 69% said MFA increases their trust. Auth0 found 93% of consumers say strong security without difficult access helps them trust an app.
How many consumers trust companies with their personal data?: Ping Identity's 2026 survey of 11,000 consumers found only 12% fully trust organizations to manage their identity data, down from 17% in 2025. Thales found only 16% clearly understand how companies use their data, and in its 2025 index 82% had abandoned a brand over data use concerns. Cisco's 2024 survey found 75% will not buy from companies they do not trust with their data.
How much money do US consumers lose to fraud?: The FTC said consumers reported $15.9 billion in fraud losses to its Consumer Sentinel Network in 2025, from 3 million fraud reports, up from over $12 billion in 2024.