84% of Internet Users Practice Dangerous Password Behaviors [Survey]
All About Cookies surveyed 1,000 people to find out how many passwords they have, how old those passwords are, and what common elements people use to create them.
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Everything from streaming apps to web browsers requires a password. But if you have multiple devices and potentially hundreds of logins, that’s a lot of passwords to keep track of.
So how exactly do people create and track their passwords? And how many people are using unsafe password practices that put their digital security at risk? How many different passwords does the average person even use?
To find the answers to these questions, the All About Cookies team surveyed 1,000 U.S. adults about their password habits.
84% of internet users have unsafe password practices, such as using birth dates or personal information.
Compared to last year, we saw a marked improvement in the number of people who use the same passwords for different logins. Still, 50% of internet users re-use passwords.
59% of people share at least one password to their accounts with other people, like streaming services and banking accounts.
40% manually write their passwords down in order to remember them.
Does the average person use risky password practices?
Cybersecurity experts warn against a number of risky behaviors when creating passwords, including discouraging people from reusing the same password for multiple accounts, instead encouraging unique passwords for every account.
We found that the average person has 16.5 unique passwords that they use for their digital accounts, which is a marked improvement over last year when the average person used just 12 different passwords.
Along similar lines, we found that around one-third of people (31%) use just five unique passwords or fewer. While that percentage is higher than it should be, it is a major improvement compared to a year ago, when more than half of the population (52%) used no more than five different passwords.
Those year-over-year improvements continue when considering how many people said they reuse passwords. Exactly half of respondents said they currently have at least one password that they use for multiple accounts, and while that is a high percentage given how unsafe it is to duplicate passwords, it is also a big improvement from last year, when nearly two-thirds of people (65%) said they reused passwords.
Personal information in passwords
When it comes to creating a strong password, best practices are to avoid incorporating personal information, instead encouraging using words and combinations that are more random to increase security.
Following those best practices can create passwords that are harder for hackers to crack, but they can also be harder for users to track and remember compared to passwords that incorporate elements of their personal life. Given a choice between safer but harder-to-remember passwords vs. less secure but easier-to-recall ones, the majority of people unfortunately choose the latter.
84% of people use at least one unsafe or researchable piece of information in passwords they regularly use. Nearly one-quarter of people use their favorite number or the name of a pet in their passwords. That makes those the most common pieces of information people incorporate into their passwords. Around one in five people said they use the name or birthday of a loved one, their own birthday, or reuse an old password they came up with years ago in their current roster of passwords.
Password safety
Data breaches have become an unavoidable part of modern life, with studies finding that nearly two-thirds of people have been alerted that their data has been part of a potential data breach in the last year. For users practicing unsafe behaviors such as reusing passwords or including personal information in their passwords, breaches can be particularly dangerous.
That is yet another reason experts encourage people to use unique, preferably random passwords for every account they own and to change passwords regularly. Following those steps can increase password security, but it also makes it harder to keep track of what those secure passwords actually are, which makes the method a user uses to record and organize their passwords important.
The most common way respondents said they track passwords is by physically writing them down in a notebook or on a piece of paper like a sticky note, an approach that 40% of people utilize. Nearly the same number (38%) said they store their passwords in their memory, something that can be difficult to do with random and regularly-changing passwords. The bronze-medal method is to use a dedicated password manager program, something that a third of users say they do.
How many people reuse and share passwords
Sharing login information with friends and family members has become increasingly common in an era where things like streaming services, collaborative social media accounts, and more are popular. We found that more than half of the population (59%) shares passwords and other login information for at least one of the kinds of accounts shown below.
Video streaming service passwords are the most commonly shared — 41% of people admit to giving their login information to someone else. About a quarter of people (23%) share device passwords for things like phones, tablets, and computers, while a little more than 15% share email and music streaming passwords.
Advice from our experts
Keeping track of all the different passwords for all the accounts housed online can be tedious. However, healthy password habits are imperative for keeping yourself safe online. The All About Cookies team asked a panel of experts to gain further insight.
How often should people change their passwords to ensure they are protected?
Unlike most common practices, research has shown that changing passwords frequently may result in weaker passwords or reuse of passwords. Hence, NIST (the National Institute of Standards and Technology) does not recommend changing passwords frequently. The best guideline is to change [your password] when there is a breach, or every 365 days. In addition, NIST recommends having lengthier passwords rather than complex ones with special characters. Hints for passwords should also be avoided.
What are some best practices for people to avoid getting their passwords compromised or leaked?
Nowadays, having only single-factor authentication makes people highly susceptible to breaches or compromise. First and foremost, people should always use at least two-factor authentication. Each factor should be from different categories of authentication.
These categories include:
Something you know (knowledge). Examples: password, PIN, passphrase
Something you have (token). Example: smart cards
Something you are (static biometric). Example: fingerprints
Something you do (dynamic biometric). Examples: voice patterns, handwriting
So, for example, biometrics (such as fingerprints or facial recognition), one-time codes, or authenticator codes should be used in combination with your password. NIST guidelines, however, indicate that biometrics should be used in a limited capacity.
In addition, when choosing a password, people need follow these guidelines:
The password is not in the dictionary, doesn’t have hints in it, and isn’t context specific. (For example, the password has part of the user’s name or username in it.)
It's not reused on other websites. Reuse also means having a password that only differs by one character.
It hasn’t been leaked. If a password has been leaked, they should never, ever reuse it.
It’s stored properly. Passwords should be stored in secure places and should be encrypted.
Is not easily guessable through social engineering.
Does not include repetitive characters such as “aaa."
Does not use known passwords. Passwords such as “password” should be avoided. Known passwords could also be passwords obtained from previous breach corpuses or dictionary words.
The password is long. Length is more important than complexity.
Are there risks with using password managers to save your passwords? (e.g., LastPass, Google Password Manager)
Generally, it is a good practice to use secure and verified password managers. It helps users have longer passwords and avoid reusing passwords. However, as with anything, this can also be risky. Some password managers have been susceptible to breaches and leaks. It is important to know which password managers provide better security, have minimized risks, and learned from breaches. Google or Apple password managers are good options. There are also many other password managers that provide a good level of security.
How often should people change their passwords to ensure they are protected?
The frequency at which you should change your password depends on several factors:
Use of unique, strong, complex and hard-to-guess passwords
Use of two-factor authentication
Use of a password manager
If these factors do not apply to you, then your passwords should be changed every three months or whenever the user is made aware of a password breach.
What are some best practices for people to avoid getting their passwords compromised or leaked?
As mentioned above, the best practices are:
Create strong, unique, and complex passwords
Never reuse passwords
Use two-factor authentication
Use a password manager
Are there risks with using password managers to save your passwords? (e.g., LastPass, Google Password Manager)
Password managers use encryption technology that ensures that only the user with the correct key or password to the password manager can access their passwords. Not even the companies that operate the password manager can access the user's passwords. So, you are only as good as the one single password you use to unlock your password manager. It's either best to always remember just one password or to use a biometric marker or face ID to unlock your password manager.
How often should people change their passwords to ensure they are protected?
As a best practice, people should change their passwords every three months. This reduces the time that a compromised password will be used against you by a malicious actor.
What are some best practices for people to avoid getting their passwords compromised or leaked?
There are several simple things you can do to avoid getting your password compromised or leaked. First, when you create a new password, do not use any previously used passwords. Make sure your new password includes upper- and lower-case alphabetic characters, numbers, and special symbols (such as !@#$%^&*,.). [Do not use] any names or recognizable words.
There are several free or inexpensive password keepers on the market, and using one of these typically provides a secure vault for storing your passwords and autofilling them into your applications when necessary.
Are there risks with using password managers to save your passwords? (e.g., LastPass, Google Password Manager)
Really, there are no significant risks of using any of the popular password managers — just make sure to use a strong password to secure your vault, since that one password will protect all of your other stored passwords.
How often should people change their passwords to ensure they are protected?
Passwords should be changed frequently. Likewise, you really want to use different passwords for different applications. The sheer number of required passwords today presents a challenge to the average technology user, but the alternative of getting hacked or having your identity stolen is a high price to pay.
The fact is, there is a percentage of people out there who have not changed their passwords in years despite not realizing that the same password was hacked five years ago and has been circulating the dark web for years. The only safe approach today is to use completely different passwords and change them often. If you write the passwords down somewhere, you have opened up another possible weak point.
What are some best practices for people to avoid getting their passwords compromised or leaked?
The first might seem obvious, but don’t stick it to your computer with a sticky note. Likewise, do not write it down in a file with all your other passwords and save the file as, “Saved Passwords.” Hackers are far more sophisticated today than even a few years ago. Whether the bad actors originate from a nation-state or organized crime, the dark web is filled with passwords stolen from previous data breaches.
As the bad actors have honed their skills, so, too, have they honed their tools for “guessing” passwords. Hive Systems has developed an interesting table with estimated times it takes hackers to crack various password combinations. We know that a 12- to 14-digit password mixing capital letters, numbers, symbols, and letters can be much more difficult for a determined hacker. The days of using your anniversary, a child’s birthdate, or your mother’s maiden name should be well behind you.
Think of a verse from your favorite poem and then use the first letter from each word in the third sentence, mixed with symbols, numbers, and capitalization, and you’ll start to have a level of difficulty necessary in today’s security climate.
Are there risks with using password managers to save your passwords? (e.g., LastPass, Google Password Manager)
A question like this reminds me of the old maxim, “Don’t keep all your eggs in one basket.” Now, is it easy to use a password manager? Yes. Is it handy not to have to memorize a dozen different passwords? Yes. Are we safer using a password manager than not? Well, it depends.
Many password managers are protected by, yes, passwords. Relying on one single password to protect all your other passwords might be more convenient and efficient. However, as with most security precautions, being the most convenient or efficient has to be weighed with the potential damage if your passwords are compromised. This is highly dependent on a number of factors, including the difficulty of the password, how frequently it is changed, [and if it is] duplicated elsewhere, for example.
This is not to say that there are not some very good password managers out there. However, one must always consider a number of factors. Is there one correct answer for everyone? Well, if everyone could remember an alphanumeric password with 15 characters including random symbols and capitalization, then there would be no need for other resources. However, because each of us now has potentially dozens of passwords to use every day, the individual user must consider a range of risk factors to determine their own best course of action.
The practice of multiple passwords is still relatively new and we are still learning what best practices look like. For some people, having a password manager might be their best solution. For other users, it may not.
Answers have been slightly edited for clarity and brevity.
Tips for better password protection
Use a password manager. If you're not currently using the best methods to store and manage your passwords, then switching to a password manager can help keep your accounts safe. Check out our guide to the best password managers.
Protect yourself with a VPN. If you use public Wi-Fi networks regularly, then protect your data with one of the best VPNs.
Methodology
All About Cookies surveyed 1,000 U.S. adults on their password-keeping practices, as well as how they manage and share their passwords. Respondents had to opt in to the survey and were provided with a “Prefer not to answer” option for every question. All “Prefer not to answer” selections were excluded from relevant calculations. Survey responses collected in December 2024.
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Josh Koebert is an experienced content marketer that loves exploring how tech overlaps with topics such as sports, food, pop culture, and more. His work has been featured on sites such as CNN, ESPN, Business Insider, and Lifehacker.