Trouble logging in can lead to abandoned online purchases. A survey of over 1,000 Americans found that 51% have walked away from a purchase due to login issues, such as forgotten passwords.

Gen Z shoppers are particularly prone to abandoning purchases, with 72% saying they have done so. In contrast, 37% of baby boomers have abandoned a purchase due to login problems.

Further details on the survey, conducted by marketing firm Hosting Advice, are available. The survey also explored preferences for alternative login methods, such as Face ID or fingerprint logins, which are preferred by many Gen Z respondents over traditional passwords.