Consumers Frustrated by Site Registrations, Passwords

August 24, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Boomers & Older | Data-driven | Men | Personalization | Women | Youth & Gen X

janrain-unique-passwords-per-consumer-august2012.png88% of online adults don’t like being asked to register on a website, with 51% of those turned off by the idea of having to remember another user name or password, according to an August 2012 study by Janrain, conducted by Harris Interactive. This aversion stems from an excess of unique passwords they have to remember: 58% of the respondents said they have 5 or more unique passwords associated with their online logins. 30% have 10 or more, and 8% have more than 21 or more.

37% of the respondents said they have to ask for help on their user name or password for at least one website per month. A previous survey from Janrain released in January found 90% of respondents claiming to have left a website when they forgot their login information, rather than recovering that information.

Millennials Less Burdened by Passwords

Data from Janrain’s more recent study indicates that 18-34-year-olds average the least amount of unique passwords, at 6.7 each. 35-44-year-olds average the most, at 8.7, and don’t appear to get rid of them with age: the 45-54 set averages 8.4 passwords each, while the 55+ group averages 8.2.

Men aged 45-54 need to remember the most passwords, with an average of 9.8 each.

4 in 10 Really Turned Off By New Passwords

Apparently, a sizable proportion of consumers have reached somewhat of a boiling point: 38% of respondents sometimes think it would be easier to solve world peace than attempt to remember all their passwords. 38% would also suffer through household chores such as cleaning the toilet or doing the dishes, rather than create another username or password.

While these respondents appear a bit over-dramatic, the takeaway is clear. Indeed, the January study from Janrain found 54% of consumers saying they would be tempted to leave a website or not return when presented with registration requirements, while a further 6% said they would leave or avoid the site.

Other Findings:

  • 62% of online consumers would be willing to enter more personal information on a website – including age, location, or marital status – if they knew how their information would be used.
  • Of the 84% who don’t like being asked to register on a website, 44% said they find online registration forms to be too long.
  • Youth (aged 18-34) are less likely than the 55+ group to agree that they sometimes think it would be easier to solve world peace than to try and remember all of their passwords (33% vs. 42%).

About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of Janrain from July 20-24, 2012 among 2,208 adults ages 18 and older.

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