A recent online poll conducted by Security.org indicates that the adoption of password managers in the United States has seen a significant increase.

The survey, which involved 1,051 American adults, revealed that one in three Americans now utilize password managers, a notable rise from one in five in the year 2022.

Users are turning to password managers for a variety of reasons. These include the need to oversee multiple accounts spanning different devices, a desire for the enhanced security that these tools offer, and a wish to alleviate the burden of memorizing complex passwords. 

While the majority of users install this software on their mobile phones, there has been a consistent uptick in the installation of password managers on laptops, desktops, tablets, and other devices.

The report from security experts highlights that this year, a significant three-quarters of subscribers utilize vaults on personal computers, and 71 percent extend their usage across various devices. 

Notably, with remote work and the prevalence of cloud databases in corporate settings, the professional use of password managers continues to rise. This year, the study found that 58 percent of adults utilize these services for employment-related credentials, marking an increase from 50 percent in the previous year.

Google Password Manager and Apple's iCloud Keychain have emerged as the most favored password managers. This popularity is attributed to their built-in functionality, practicality, and cost-free nature. While LastPass enjoyed widespread use two years prior, its popularity took a substantial hit due to data breaches in 2022 and 2023.

Users have clear expectations from password managers. They seek convenience and user-friendliness, as well as additional security features such as biometrics and offline backup. Furthermore, they prefer options that are either free or reasonably priced, and are inclined towards brands they are familiar with and trust. Recommendations from acquaintances and positive online reviews also carry significant weight in influencing their choice.

Despite a noteworthy 71% of non-users expressing a consideration to adopt a password manager in the future, a sizeable 29% remain hesitant. Reasons for this reluctance include doubts regarding the necessity, concerns about potential risks, and perceptions of complexity or high costs, as noted by the experts. 

The report underscores that wider public awareness, education, and firsthand experience may persuade more Americans to transition away from memorization and physical note-taking towards the growing community of satisfied users who are better safeguarding and organizing their online credentials.

While the survey shows an overall increase in the adoption of password managers compared to the previous year, it also brings to light a concerning trend. A notable 28% of users admit to using their master password for other accounts, which represents a rise from 19% in 2021 and 25% in 2022. 

Security.org experts caution that this practice poses a particularly high risk, as hackers who gain access to a reused password from a third-party breach could potentially compromise all of a subscriber's logins within their password manager.

The report emphasizes the importance of crafting master passwords that are both long (to resist cracking), memorable to the user (but not easily guessable by attackers), and most importantly, unique. The survey also reveals that 10% of respondents have utilized or are currently using security keys and passkeys to fortify their accounts. 

However, despite these advancements, six out of ten Americans continue to rely on insecure methods such as memorization, written notes, browser storage, and unencrypted files to manage their credentials.