Customer Identity Trends Report 2023

Okta's survey of over 20,000 consumers across 14 countries reveals that modern digital experiences face a complex challenge balancing convenience, privacy, and security. While consumers maintain an average of 20+ active accounts and expect personalized, frictionless experiences, 71% are aware their online activities leave data trails and 44% actively try to manage their digital footprints. Password fatigue is driving account churn, with younger users creating new accounts at nearly double the rate of older demographics, making customer retention increasingly difficult. The research shows that privacy concerns now trump convenience, with consumers demanding greater control over their data even at the expense of ease of use.