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Do customers stop shopping online due to password recovery problems?

Do people really get all the way to an online store checkout, only to bail when they can't recall their passwords?

Dashlane, a company that makes secure password management software, helped conduct some research to find out how often shoppers don't complete an online purchase due to password issues.

Here's the short version of the results:

18 percent of those surveyed forgot a password or username when shopping.

53 percent went through a password or user name retrieval process.

Dashlane found that 19 percent of online adults in the U.S.-based 55-64 demographic had also given up a purchase from an e-commerce site because of a forgotten password or username.

The survey was conducted by Harris Interactive.

Dashlane would like to suggest this is a major issue, even though we're not convinced it's all that important. Those 19 percent said they halted or stopped a purchase at one time. It doesn't say how many of those later came back and used their passwords to make a purchase. Or who called the store to make the order, instead of relying on the online option.

Global online sales topped $1 trillion in 2012 and might reach as high this year as $1.3 trillion. For the United States the expectation is an ecommerce total sales figure of roughly $410 billion.

The survey was conducted online from Dec. 3-5, 2013, by Harris Interactive on behalf of Dashlane. Survey respondents were 2,032 U.S. adults (age 18 and older) from the United States.

More detailed results from that survey also include: (results in jump box below)


23% of online adults with household incomes of $100k+ gave up an online purchase because of a forgotten password or username, and 27% reported having experienced difficult logging into an e-commerce site that required a log-in name or password. .

Dashlane found that nearly one of three online adults between 45-54 (32 percent) expressed having ever had a difficult time logging into an e-commerce website.

Similar figures were also seen in college graduates as 23 percent reported they gave up buying something online due to a forgotten password or username.  And among college students, 27 percent reported having had difficulty logging into an e-commerce site that required a log-in name or password.

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The Spokesman-Review business team follows economic development in Spokane and the Inland Northwest.





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