Identity and trust vendors see momentum as report says 75% of consumers have enabled passkeys

A newly released market report on digital identity and “trust infrastructure” says passkeys are moving quickly from early pilots into mainstream consumer use. The study, highlighted in a Yahoo Finance technology segment dated August 31, claims that 75% of consumers have enabled passkeys, a shift that, if sustained, would change how consumers authenticate across mobile devices, browsers and online services.

Passkeys are a modern sign-in method that replaces passwords with cryptographic credentials tied to a user’s devices, typically using biometrics such as Face ID or fingerprint recognition. Because the credentials are generated and stored in secure environments on a phone or computer and can be synced across devices, passkeys are often positioned as both more secure and less burdensome than traditional password flows.

The same report frames digital identity and trust infrastructure as an expanding category that covers how organizations verify users and devices, manage authentication, and connect identity to downstream activities such as account access, commerce, and public services. It describes a set of opportunities that include enterprise migration to passkeys and biometrics, identity platforms that can coordinate across systems, and interoperable digital identity approaches that can be used across different platforms.

In addition to the consumer adoption figure, the report’s promotional write-up also “profiles” major technology and security companies, listing Microsoft, Okta, Apple, Google and ten other key players. While the Yahoo Finance segment does not detail specific product performance or market share outcomes for each vendor, it indicates that the market is increasingly organized around identity, authentication, and verification capabilities rather than standalone password management.

For Apple, which is listed among the report’s key players, the relevance is tied to the broader device-to-service authentication stack that runs on iPhone, iPad and Mac, where Apple’s ecosystem supports biometric authentication and passwordless sign-in patterns. The report does not say Apple is changing its strategy in response to the study, and it does not disclose any new metrics from Apple, but its inclusion suggests that handset operating systems and consumer identity features are increasingly viewed as part of the infrastructure layer customers look to when upgrading sign-in methods.

The study also ties trust infrastructure to governance and stronger verification, implying growing requirements for organizations to manage identity risk, reduce account takeover, and control how authentication decisions are made across applications. In practice, that can mean more emphasis on identity assurance, device trust indicates, and integration work for enterprises that want consistent authentication experiences across employee accounts and customer-facing portals.

What the report and the Yahoo Finance write-up do not provide is a company-by-company breakdown of revenue, customer deployments, or timelines. The segment also does not specify whether the 75% passkey figure is based on a particular region, panel, or measurement method, nor does it clarify how “enabled” is defined. As with most market-study summaries, the numbers should be treated as directional until the underlying methodology is reviewed.

Still, the broader takeaway is that passwordless adoption could accelerate the spending patterns around identity platforms, developer tools and verification services. Over the next few quarters, the most visible indicates to watch would be announcements of enterprise passkey rollouts, partnerships that improve passkey interoperability, and product updates aimed at identity assurance and fraud reduction, particularly from companies positioned in authentication, identity management and device trust.