{"id":1325,"slug":"nordpass-168-passwords-2024","title":"NordPass research (2024, 1,509 users surveyed) — people manage 168 passwords on average; 2026 update revised to ~120; ~20% reset weekly; ~60% prefer important info by email","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["authentication","client-portals","self-service-adoption"],"reference_body":"**Claim:** NordPass research (1,509 users surveyed **March 4-15, 2024**): people manage **168 passwords on average in 2024**, up from ~80 in early 2020. NordPass's 2026 update revised the figure down to **~120**. **~20% of people reset a password weekly**; **~60% of consumers prefer to receive important information by email** (Beyond Encryption — competing-vendor caveat).\n\n**Source:** nordpass.com (most-common-passwords / password-statistics research); beyondencryption.com\n\n**Confidence:** Verified (NordPass) / Single-source (Beyond Encryption email-preference figure).\n\n**Caveat:** Beyond Encryption sells secure email and **competes with portals** — discount the email-preference framing accordingly. The NordPass password-count figure is from their recurring study and methodology is published.\n\n**Why this matters for Candid:** Operationalises the \"friction tax\" of asking a client to manage one more login. The honest framing for clients: your customer already manages ~120-168 passwords; adding yours has a cost they will internalise as resentment if they don't use it.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"gartner-2024-why-self-service-fails-45pct-43pct","title":"Gartner (Aug 2024) — why self-service fails: 45% of self-service starters say \"the company didn't understand what they were trying to do\"; in 43% of failures users couldn't find relevant content","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-client-portals-smb-june-2026","title":"Research brief: client portals for SMBs — the honest case (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-20T17:57:32.166Z","updated_at":"2026-06-20T17:57:32.166Z"}