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Okta

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Reports and publications from Okta

Customer Identity Trends Report 2025

Recent Statistics & Reports

In 2024, an average of 46% of all registration attempts across the Auth0 platform were identified as signup attacks.

The retail and e-commerce sector experienced a multi-month attack where fraudulent sign-ups outnumbered legitimate ones by 120 times.

When customers decide whether to create an account with a brand, 74% prioritise a company's reputation and trustworthiness.

Consumer Security

More broadly, 60% of survey respondents are concerned about the impact of AI on the privacy and security of their digital identities.

Consumer AI Identity

38% of respondents believe human oversight to review or approve AI agent decisions would increase trust.

44% of those who would not use AI agents state, “I don’t trust AI agents with my personal data”.

Consumer AI Personal data

72% of customers care about security when deciding whether to create an account with a brand.

Consumer Security

68% of users admitted to reusing passwords across multiple accounts.

Consumer Passwords Credentials

Nearly a quarter (approximately 25%) of respondents abandon online purchases due to signup or login issues.

Consumer UX Authentication

More than half of Gen Z and Millennial respondents view passkeys as convenient.

Consumer Passkeys Authentication

Long signup or login forms frustrate 62% of users.

Consumer UX Authentication

70% of users still strongly prefer interacting with humans over AI agents.

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