Indian consumers continue to rapidly adopt digital technologies while navigating unique challenges in trust and security, reveals the 2025 Customer Identity Trends Report from Okta, The World’s Identity Company. The global study, conducted by Statista, surveyed 6,750 consumers across nine countries, including 750 from India, to explore evolving online identity behaviours.
Passwords Still Rule, While Biometrics Gain Ground
India’s digital engagement is soaring, with over 30% of respondents logging into ten or more personal online accounts monthly. Despite newer options, 82% of Indians find passwords most convenient for identity verification. Over half the population (54%) find it convenient to use Government IDs like Aadhar for verification purposes, which is closely followed by SMS/voice calls at (44%). Security perceptions for fingerprints (79%) and SMS authentication (74%) closely trail passwords. However, a significant gap in secure habits remains as 1 out of 5 Indians reuse the same password for every personal account.
The quest for easier logins is boosting biometrics, with 55% of Indian consumers using fingerprint recognition and 35% using Face ID. This highlights a growing willingness to adopt modern, secure authentication, especially from trusted brands.
Trust in Businesses Soars, But Identity Fraud Concerns Persist
Indian consumers show remarkable trust in companies to protect their personal data, with 67% expressing confidence, well above the 50% global average. This extends to a 50% likelihood of sharing personal data online. Trust levels are significantly higher than global averages across key sectors: 79% trust banks, 73% trust tech companies, 70% trust government agencies, and 69% trust online retailers. Despite this confidence, a substantial 81% of respondents are concerned about identity fraud, significantly higher than the 63% global average, indicating a heightened awareness of digital risks.
“AI is no longer a future concept—it is embedded in the way we live, work, and connect,” said Shakeel Khan, Regional Vice President and Country Manager, Okta India. “From virtual assistants to automated decisions, people interact with AI every day. But with greater reliance comes greater scrutiny. Users expect their data to be protected and their experiences to be secure, simple, and transparent. That trust begins with identity. For businesses, mastering identity is no longer just about security; it’s the strategic imperative that unlocks innovation and secures customer loyalty.”
AI: Convenience vs. Human Touch and Identity Concerns
Indian consumers demonstrate a complex relationship with AI. They are notably more willing to share sensitive data with company AI agents compared to global averages: 64% for health data (vs. 32% global) and 49% for financial information (vs. 27% global). While 65% appreciate AI’s speed and 24/7 support, a strong 76% still prefer human representatives for better understanding, and an equal 76% worry about AI’s impact on their digital identities. The population is split, with 49% preferring human interaction over AI agents (43%), and 19% express outright distrust. 54% say clear privacy/ethics guidelines would increase trust in AI agents, and 49% want transparency into how AI makes decisions.
Ben Goodman, Senior Vice President & General Manager, Asia Pacific & Japan at Okta, added, “In Asia Pacific, trust has become the true currency of digital engagement. From logins to AI agents, consumers are drawing a clear line: they want experiences that are seamless, secure, and respectful of their data. Businesses can no longer afford to treat identity as just an IT function; it’s now the foundation of every meaningful digital interaction. When identity is done right, it becomes a catalyst for trust, innovation, and loyalty. When it’s ignored, even the best AI strategies will fail to take off. The message is simple: trust starts at the identity layer and so must your strategy.”
The Okta 2025 Customer Identity Trends Report highlights that businesses must skillfully navigate the evolving digital landscape by prioritizing security, enhancing user experience, and meeting dynamic consumer expectations.
