Newly released research demonstrates consumer desire for easier and safer logins 

The FIDO Alliance today announced a new website and suite of supporting assets aimed at educating consumers and their service providers on the benefits of FIDO’s approach to simpler, stronger user authentication. At the core of this effort is the debut of, a site to inform people about FIDO Authentication technologies. It launches in conjunction with the FIDO “I-Mark”, an easy-to-spot symbol that indicates the device or website consumers are using is authenticating with FIDO technology. Fueled by popular demand, these new tools further the Alliance’s mission to reduce the world’s reliance on passwords and encourage further adoption of FIDO Authentication. 

With over 250 members representing global leaders in internet services, security, finance, communications and government, the FIDO Alliance collaborates to fulfill its mission of addressing the plague of data breaches caused by outdated, password-based authentication. Since its inception, the FIDO Alliance has established technical specifications that have become the trusted standard for user authentication on the devices and web browsers we use every day. FIDO has created a fast and easy alternative to passwords, letting people unlock a device or log in to a website using options like biometrics, a security key, or a local PIN code. These simple yet secure methods remove reliance on passwords and stand to turn the tide in the industry’s battle against data breaches and credential theft. 

“As the FIDO standards are reaching a tipping point with widespread adoption among technology companies, it’s a natural next step for us to provide consumers with a place to learn more, and to help companies implement user logins that are easier to use and that keep personal data and information secure in order to instill further trust in their brands, ” said Andrew Shikiar, executive director and chief marketing officer of the FIDO Alliance. “Soon, when consumers see the I-Mark on the sites they use, they can be confident that they’re getting a common user experience that is easy, trusted and fully secure.” 

Leading up to the launch of, the Alliance conducted a survey of 1,000 U.S. consumers to understand their behaviors when it comes to login passwords and security. The research indicated their desire to have stronger security for banking/ payment apps and e-commerce sites, but those consumers do not follow proper safety protocols when managing their passwords. 52 percent are using five or fewer passwords across all of their accounts and most (45 percent) keep track of them in their head and nowhere else. 

“While most people know they shouldn’t repeatedly use the same password, convenience is currently winning over security,” added Shikiar. “The research tells us that consumers will benefit greatly if they understand FIDO’s technology — marrying convenience with security that goes beyond the ways they are currently managing their passwords.” 

In the same study, consumers were briefed on FIDO technology and its benefits, and 71 percent would trust mobile apps and websites more if they knew these sites and devices were using the FIDO Alliance authentication standards and validation technology. The I-Mark button is a direct response to help consumers discern quickly which sites and devices are secured through its technology. Now, they can easily spot the button on their login pages and immediately recognize they can use FIDO authentication for a safer, more secure login. 

FIDO Alliance members are enthusiastic supporters of the direction the Alliance is taking with this consumer effort. For more information for both consumers and service providers, please visit or Twitter.