Login struggles aren’t just annoying; they’re driving customers away. Whether it’s a forgotten password or a tedious reset process, these roadblocks frustrate users to the point of abandoning purchases, accounts, and even paid subscriptions. In today’s digital world, businesses need to find the sweet spot between security and convenience. This study breaks down just how much login friction costs you and what you can do to fix it.
A complicated login process tests a user’s patience and can cost businesses real money. When customers hit a roadblock at sign-in, many won’t bother troubleshooting. Instead, they leave their cart behind, skip account creation, or even stop using a paid service altogether.
For many shoppers, logging into a platform isn’t worth the hassle:
Logins can be so inconvenient that they drive customers away. Most Americans (87%) have abandoned a purchase or account sign-up because of login issues. While Gen X was the most likely to give up (89%), and Gen Z was the least likely (84%), the difference is small, proving login frustrations are nearly universal across generations.
Frequent online shoppers (those who buy from websites multiple times per week) abandoned carts even more often (92%). Complicated password rules only add to the problem, with those who find them too long or complex being 46% more likely to give up on a purchase.
The impact of login struggles on sales can really add up. On average, Americans have abandoned eight online purchases because of login issues. The last cart they walked away from was worth $85, and 13% left behind an order of $150 or more.
The biggest culprit? Passwords. Many shoppers (42%) gave up on a purchase because they had to reset their passwords to checkout. However, mandatory password resets aren’t as effective as they seem. They can actually compromise security by leading users to create weaker, more predictable passwords. In fact, the National Institute of Standards and Technology (NIST) now advises against this practice in their latest password security guidelines.
The frustration doesn’t stop at checkout. Two-thirds of Americans have stopped using a website entirely due to login hassles, and 55% did so after forgetting their password. Subscription-based businesses also took a hit. One in five Americans have been locked out of a paid subscription, turning a minor login issue into lost revenue and fading brand loyalty.
Consumers take very different approaches to managing their passwords. While some rely on password managers, a surprising number still use weak or repetitive passwords, putting their accounts at risk. At the same time, strict security measures can push users away, making them less likely to return.
Despite growing cybersecurity awareness, 16% of Americans still used the same password for all or most of their accounts, and 5% admitted to choosing weak, easy-to-remember passwords. Gen Z was the worst offender: 23% reused passwords, and 9% chose simple ones. On the flip side, 39% of Americans used secure password managers for storage and autofill.Forgetting passwords is a common struggle, with 14% of Americans frequently resetting theirs because they can’t remember them. Let’s be honest, we’ve all been there. Sometimes, a password is just a means to get past sign-up requirements, knowing full well we’ll forget it by the time we need to log in again. It’s the digital version of kicking the can down the road.
Security concerns often make or break a user’s trust. One in three Americans have stopped using a website or service due to a data breach or personal security fears. And while multi-factor authentication strengthens account security, it can also add friction: 62% of Americans have been locked out of an account because of it. Banking and financial services present the biggest login challenges, with 43% of consumers finding their password protocols the hardest to navigate.
When it comes to login security, biometric authentication was the most trusted alternative to traditional passwords, preferred by 41% of Americans. Single sign-on (SSO) was a trusted alternative for 12% of Americans, with Gen Z showing the most confidence at 16%.
With more online accounts than ever, consumers are overwhelmed by password management. Many are ready to get rid of passwords entirely in favor of faster, simpler login solutions
Nearly three in five Americans (57%) reported experiencing “password fatigue,” with baby boomers feeling it the most (69%).
Frustration with passwords was so widespread that 49% would prefer a passwordless login experience altogether. Some (19%) were even willing to pay a small fee to eliminate passwords, including 24% of baby boomers and 21% of Gen Z and Gen X.
A complicated login process can also push your customers toward competitors. More than half of Americans (52%) would consider switching to a company with a simpler login experience, with Gen X leading the shift at 55%.
Login friction is costing businesses more than they realize. Password fatigue, security concerns, and complex authentication methods all contribute to abandoned carts, lost subscriptions, and disengaged users. Consumers are actively searching for easier, more secure alternatives, whether that’s password managers, biometric authentication, or a fully passwordless experience.
To stay competitive, businesses must prioritize authentication solutions that go beyond strong protection. The best security is invisible, working in the background without adding friction. It’s about making security seamless, keeping users engaged instead of pushing them away.
For this study, we surveyed 1,003 Americans about their password habits, frustrations, and thoughts on future innovations.
Frontegg makes customer identity and access management effortless by extending controls beyond engineering. Developers are freed from routine authentication tasks, while teams like Customer Success, Product, and Infosec can manage user access, security policies, and compliance settings without relying on engineering.
By distributing ownership of identity, Frontegg reduces developer toil, strengthens security and compliance, and enhances the customer experience. Developers focus on innovation, teams move faster without bottlenecks, and businesses scale securely. The result is a win-win.
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