20% of the world’s top 100 websites now support the password alternative

MOUNTAIN VIEW, Calif., 02 May, 2024 – World Password Day may soon need a rebrand, as the FIDO Alliance survey released today shows that half of people in the US and UK have begun ditching the password in favor of more convenient and secure passwordless alternatives.

An independent survey commissioned by the FIDO Alliance found that 53% of people have enabled passkeys on at least one of their accounts, with 22% enabling them on every account they possibly can. In separate research, the Alliance found that passkeys are now supported by 20% of the world’s top 100 websites and 12% of the top 250. 

This shift away from passwords toward passkeys is being driven by three key trends; people’s concerns over password security, their frustrations in using them, and the growing availability of passkeys on major websites and services.

The Alliance’s research found that in the last year, 24% of people had at least one of their accounts compromised due to password vulnerabilities, and 26% had to reset or recover at least one password every month. In addition, 45% of consumers will abandon purchases if they have forgotten their password for that particular account. This is hugely significant for passkey adoption, as 61% of people familiar with passkeys consider them to be more convenient than passwords, and 58% believe they offer greater security. 

The availability of passkeys has also increased steadily over the last year, with Microsoft today announcing that Microsoft accounts, including a wide range of services like Bing, Microsoft 365 and Xbox.com – now also support passkeys. This is added to support from large global consumer brands, such as Adobe, Amazon, Apple, Google, Hyatt, Nintendo, PayPal, PlayStation, Shopify and TikTok. In all, more than 13 billion user accounts can now leverage passkeys for sign in. 

As a result of high-profile passkey deployments like these, awareness of the technology has grown to 62% of people, according to the research. Among people with some knowledge of passkeys, those enabling them on at least one account rises substantially to 74%, while those enabling passkeys on every account possible rises to 32%. This suggests that adoption will only increase as more people become more familiar with passkeys.

“It was just two years ago that FIDO Alliance, alongside the world’s largest platform providers, introduced the vision for passkeys to accelerate the scale and usability of password-free sign-ins. The market’s reaction since then has been nothing short of phenomenal, with hundreds of services enabling billions of consumers to use passkeys,” said Andrew Shikiar, executive director and CEO of the FIDO Alliance. “We expect this trend to accelerate in the months and years ahead, and our research makes it clear that when offered, people prefer the better security and usability of passkeys over passwords.”


Notes to editors:

  • The independent survey was conducted by Sapio Research in April 2024 among 2,000 consumers across the UK and US – with 1,000 in each country. Results of any sample are subject to sampling variation. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 2.2 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
  • To calculate the proportion of the world’s top websites and services that support passkeys, the FIDO Alliance combined publicly available information with its own data on passkey deployments. 

About the FIDO Alliance

The FIDO (Fast IDentity Online) Alliance, www.fidoalliance.org, was formed in July 2012 to address the lack of interoperability among strong authentication technologies, and remedy the problems users face with creating and remembering multiple usernames and passwords. The FIDO Alliance is changing the nature of authentication with standards for simpler, stronger authentication that define an open, scalable, interoperable set of mechanisms that reduce reliance on passwords. FIDO Authentication is stronger, private, and easier to use when authenticating to online services.


NIST cites phishing resistance of synced passkeys in Digital Identity Guidelines update

Andrew Shikiar, FIDO Alliance Executive Director & CEO Adoption of passkeys has grown rapidly since…

Read More →

Recap: Virtual Summit: Demystifying Passkey Implementations

By: FIDO staff Passkeys hold the promise of enabling simpler, strong authentication. But first organizations,…

Read More →

EMVCo and FIDO Alliance Provide Essential Guidance on Use of FIDO with EMV 3DS

As leaders in authentication and payments spaces respectively, the FIDO Alliance and EMVCo collaborate to…

Read More →