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AlessandroBiascioli/shutterstock.com

The Future Is Password-Free

BY DSN Staff Writer | January 03, 2022 | read / Daily News / Insights

Two new studies are offering insight into the digital habits of Gen Z, a demographic with an estimated $143 billion of direct and indirect buying power.  

While Gen Z has become a strong adapter of mobile-first technology, this new data explains how this upcoming generation of consumers do not shop, work or communicate in the same manner their predecessors did. 

First of all, passwords are a major obstacle to purchases, says a new study by Transmit Security. According to this data, half of Gen Z shoppers report abandoning their carts if they can’t remember their passwords. This is a major departure from data within other demographics like millennials (16%) and baby boomers (4%).  

More than 85% of Gen Z participants reported using their smartphones for online shopping and more than 83% use smartphones to log in to their bank. In contrast to this adaption, Gen Z participants said they have stopped a website registration process because it was too complex (58%) and more than 80% report using the “forgot my password” function within the last few months. 

The future of ecommerce, this study suggests, should prioritize speed and security. Working with a generation who does not guard or diversify their passwords means doing so will likely lead to biometrics and password-free authentication in the very near future. 

But these changes will need to take place somewhere other than email, according to the 2022 US Consumer Trend Report and a recent study by Attest, which named Gen Z the least receptive generation to email. Gen Z consumers who do read marketing email from brands, report preferring to receive it once a week (53%). 

Regardless of age differences, one commonality rose to the surface: all generations (57%) prefer marketing emails that are amusing or entertaining. 

Posted in Daily News, Insights and tagged Gen Z, Shopping.
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