50+ Password Statistics & Trends to Know in 2024

Just one weak password can put an entire organization’s network and data at risk.

Even as cybersecurity teams are turning to new advances in authentication methods (like passwordless) every day, passwords are still the way that most of us sign on to our online accounts. That also means password breaches are still one of the easiest ways for bad actors to infiltrate systems.

Whether passwords are personal or professional, users tend to follow the same (bad) habits — and utilize a lot of the same passwords. So, it’s important for organizations to set policies and hold trainings that promote the use of strong passwords and seek safeguards with the use of additional authentication methods.

These are some of the emerging and recurring password trends and statistics so far this year.

Editor’s Picks: Password Statistics

Most users don’t realize how easy it is for attackers to breach a portal through weak passwords—and they don’t consider how much damage a breach causes.

• 70% of weak passwords can be cracked in less than 1 second by hackers using simple brute force attacks.
• Weak passwords are the cause for over 80% of organizational data breaches.
• Up to 30% of data breaches at organizations are caused by individual users sharing passwords, reusing passwords, or falling for phishing scams.
• On average, data breaches cost over $4 million per incident, with larger organizations facing damages that can rocket to tens and hundreds of millions.
• Strong passwords are more effective than most people realize. A complex 12 character password takes 62 trillion times longer to crack than a 6 character password.

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Consumer Password Statistics

In 2024 the password story was the same for a lot of consumers. Overall, people still have the bad habit of using weak passwords and recycling credentials—setting the same passwords across multiple accounts.

But with cyberattacks on the rise, people are starting to become more password savvy and seek new solutions like password generators or password managers.

10 Most Common Weak Passwords

The most common weak passwords have become classics at this point. Strings of sequential numbers, letters, keys, and of course “password” itself top this year’s list yet again.

1. 123456
2. admin
3. 12345678
4. 123456789
5. 1234
6. 12345
7. password
8. 123
9. Aa123456
10. 1234567890

Old favorites like “Qwerty,” “Password123,” and “000000” still rank among the top 25 too.

Average Number of Passwords per Person

Password usage continues to climb steadily in tandem with the use of online accounts.

• In 2020, individuals averaged more than 100 online accounts that required passwords.
• In 2024, the number of passwords grew to almost 170 per individual.
• Most people use an additional 80-90 passwords at work.

Password Reuse Rates

Password reuse rates remain high, which makes it easier for cybercriminals to take advantage of credential stuffing to break into multiple online accounts. Credential stuffing uses automated processes to try passwords and usernames on thousands of different websites.

• Up to 60% of individuals say they reuse passwords across multiple sites.
• 13% of people use the same passwords for all accounts.

Password Hygiene and Security

Security has improved as people get more educated about online crimes and identity theft, but there’s still a long way to go when it comes to protecting accounts.

• The use of multi-factor authentication (MFA) has increased to roughly 50% of individual users.
• It’s estimated 20-30% of people still write their passwords down, making it easier for others to find them.
• About 30% of people regularly change their passwords, which offers more protection if done right. But new studies have shown that password changes often lead users to make weaker passwords which can be counterproductive.
• Users share passwords with each other in 10-20% of their accounts.
• Streaming services have the highest number of password and account shares at 22%. Passwords for online shopping accounts are shared at a rate of 17%.

Business Password Statistics

Since the remote work boom, organizations have made password and account protection a priority. While security standards and improved tools help, weak points persist with employees on an individual level.

Password Management in Organizations

Password policies and management tools tend to be more stringent in larger organizations, then fall off with small- to medium-sized businesses (SMBs).

• 83% of enterprise organizations use multi-factor authentication. 70% have implemented password management tools. However, it’s been found that 52% of users reuse passwords across multiple accounts.
• 60% of SMBs use MFA. 50% deploy password managers. Around 70% have password policies, but policy enforcement enforcement may not be as strict as larger companies.
• Government and academic institutions deploy the highest level of account protections with 95% using MFA, 80% using password management, and 100% authoring strong password policies.

Employee Password Behaviors and Hygiene

Even with password policies in place, it’s difficult for organizations to control the actions of every one of their users. Some employees are simply lax with security, while others bend the rules if they get in the way of getting the job done.

• Surveys suggest about half of all employees reuse the same passwords for work and personal accounts.
• About 25% of co-workers share passwords with each other.
• Password fatigue is a growing problem for workers, with frequent password changes and the number of passwords needed for different accounts leading to the use of weaker passwords overall.

Password Policies in Enterprises

Writing and enforcing password policies is one of the best first lines of defense against hackers. Here are some guidelines for creating an effective password policy for your organization.

• Set a minimum length of 12 characters.
• Require different character types, including upper and lower case letters, numbers, and special characters.
• Prohibit the use of common patterns and simple sequences, like 123456.
• Prohibit the use of personal information, such as birthdays.
• Change passwords every 90 days.
• Keep a history of previous passwords and prohibit password reuse.

In addition to password policies, there are strategies and tools that will increase the effectiveness of security when combined with passwords.

• Use multi-factor authentication, including time-based codes and passwords or biometric authenticators.
• Use single-sign on (SSO) to reduce vulnerabilities to a single point, reduce password fatigue, and enhance the password experience for users.
• Set up self-service reset for users, so that they can reset passwords quickly without waiting for IT.

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Data Breach Statistics

Data breaches are costly, resulting in damage to networks, lost productivity, fines and litigation, and loss of customers. Both Accenture and the Ponemon Institute estimate the cost of a data breach to average over $4 million.

Password-Related Data Breaches

Password breaches are still the most common way for cybercriminals to gain unauthorized access into networks. Compromised passwords account for more than half of all data breaches.

• Phishing is the culprit behind 70% of password theft, as methods evolve with technology.
• Brute force attacks, where bad actors randomly guess passwords, are effective a surprising 20% of the time.
• Credential stuffing is responsible for about 10% of breaches.
• Up to 30% of data breaches are enabled by internal factors, like sharing passwords, credential recycling, or users falling for phishing scams.

Impact on Personal and Business Data

While statistics vary depending on organizations and individuals, studies indicate improving password policies and management is proven to prevent attacks and data breaches.

• Password management reduces the risk of breaches by 30-50%.
• Enhanced security measures like MFA and SSO reduce the risk of cyberattacks by up to 25%.
• Customer trust increases by up to 20% for companies with a reputation for cybersecurity.

Case Studies and Examples

The average cost of a data breach is around $4 million, but the cost of the biggest breaches soars far above. Many organizations often face repercussions that go beyond finance. 2024 has produced some of the most damaging data breaches on record.

Ticketmaster

Millions of customers had their personal and financial information stolen from Ticketmaster’s database in April and May in what was believed to be a credential stuffing attack. Customers immediately started reporting incidents of identity theft. Cybersecurity was one of a number of problems that the U.S. Department of Justice found in an investigation into the company, and contributed to a lawsuit that the DOJ filed against Ticketmaster and Live Nation.

Dell

A hacker used a brute force attack to gain access to Dell’s network using a backdoor through a Dell reseller’s client portal. The attack leaked customer data and payment information across the web. Dell’s security practices were put under scrutiny by federal regulators as legal issues with customers piled up.

RockYou2024

This wasn’t a single organizational breach, but a massive password leak that’s thought to be the biggest in history. Almost 10 billion passwords compiled from a combination of past and current data breaches were dropped in a text file on an online forum. That volume of passwords from one source creates a huge opportunity for attackers using credential stuffing to carry out successful future attacks.

The Future of Password Security

By now, cybersecurity experts are aware password security has its limits when left in the hands of individuals. New technologies that generate and manage passwords or provide authentication without the need for passwords at all will eventually reduce the reliance on individuals within organizations.

Passwordless Authentication Trends

More and more organizations are adopting tools like push notifications, time-based security codes, hardware tokens, and biometrics as they seek ways to implement passwordless authentication.

If you’re seeking a solution for passwordless authentication, JumpCloud Go™ is a phishing-resistant device-level authentication method that offers the ability to authenticate without a password. JumpCloud Go uses biometric authenticators to reduce password usage and satisfy MFA requirements for SSO apps used on managed macOS, Windows, and Linux devices. JumpCloud Go is part of JumpCloud’s Platform and Platform Prime packages.

You can explore the entirety of JumpCloud’s security features with our guided sims.

Innovations in Cybersecurity

New developments are making logins more secure every day, with improvements in password creation and management, plus new authentication methods.

• Biometric authenticators are gaining popularity with users and organizations. Fingerprint and facial ID logins are the most common.
• Hardware security modules (HSMs) create cryptographic keys and store them in a secure environment. They are being used more frequently in payment processing, digital signatures, and cloud computing situations.
• AI is being used to assess password strength, identify phishing threats, and monitor behavioral biometrics and device usage to detect anomalies and suspicious activity.
• Cloud-based sync is being deployed to centralize password management, improve version control and security updates, and reduce the risk of data loss.

Predictions and Future Challenges

Exploiting weak passwords is a proven strategy for bad actors. AI gives cybercriminals new ways to launch password attacks, making phishing more believable and credential attacks more powerful.

Organizations can counter password attacks by improving user awareness and seeking authentication methods that relieve password fatigue. Password management and generation take the pressure off individual users and makes it easier for admins to ensure policies are followed. Passwordless authentication through push notifications, one-time and time-based passwords add an extra layer of security.

JumpCloud Password Manager is integrated across our product and directly into all SSO applications. Read more to see how JumpCloud helps your team to securely manage and share passwords, 2FA tokens, and other sensitive information while giving your security team full control over passwords used across your organization.

Sign up to create a free trial account to see how JumpCloud improves password management and authentication for everyone on your team. If you’re not ready to get your hands dirty (yet) try signing up for a free, no-obligation demo from a JumpCloud expert to ask pointed questions and learn how JumpCloud may fit your specific needs.