A new survey of over 1,000 Americans by marketing firm Hosting Advice reveals that login issues are a significant obstacle for online shoppers. Fifty-one percent of respondents have abandoned a purchase due to forgotten passwords or login trouble.

Gen Z shoppers are particularly prone to abandoning purchases, with 72% reporting they have done so because of login problems. In contrast, 37% of baby boomers have walked away from a purchase for this reason.

Further details on the survey's findings are available, including preferences for alternative login methods such as Face ID or fingerprint logins, which are favored by many Gen Z respondents over traditional passwords.