The November 2024 report shows that consumers have diverse and often illogical views on e-commerce authentication. While fingerprint biometrics is seen as most effective, many still prefer passwords. Facial recognition is growing rapidly due to smartphone use and comfort with touchless tech. Consumers prioritize control, with 72% to 80% preferring authentication methods they can manage. Frustrations with slow websites and identity checks persist, but security remains a top factor in purchase decisions. To meet expectations, merchants must offer multiple, transparent options that balance security, ease of use, and user choice across demographics.

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