Ping Identity’s 2024 Consumer Survey, The Great Technology Wave, reveals that 87% of consumers are concerned about identity theft and fraud, up 24% from 2023, while 97% worry about their personal data being online. Over half have abandoned accounts due to login frustration, and 89% struggle with password management. Consumers favor MFA, biometrics, and one-time login prompts for security but remain wary of decentralized identity and AI. Only 8% fully trust organizations managing their identity data. The report urges brands to improve authentication, reduce friction, and increase education around privacy, digital wallets, and decentralized identity for better digital experiences.

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