A recent international eID study highlighted notable trends surrounding electronic authentication tools in Estonia, Latvia, and Lithuania. According to the research, Smart-ID shines as one of the most reliable solutions in three countries, boasting the highest recommendation rating among all the authentication tools, and continuing to hold the top spot which it first secured in 2021 survey. In Lithuania, SK ID Solutions’ Mobile-ID follows closely.

Users Show Their Loyalty: Smart-ID Leads in Recommendation Ratings in ALL Countries

According to the study conducted by RAIT, SK ID Solutions’ Smart-ID stands out with the highest recommendation rating or Net Promoter Score (NPS) among all authentication tools, including the ones offered by states, and Google and other global organisations. This trend remains consistent in all surveyed countries.

In Estonia, Smart-ID has an impressive NPS score far exceeding both the ID card and Mobile-ID. In Latvia, Smart-ID again takes the lead with the highest recommendation score, followed by a banking app with biometrics, and the ID card. The Latvian state issued eParaksts reached a comparatively lower NPS, only exceeding a banking app combined with a PIN code. Similarly, in Lithuania, Smart-ID tops the list with highest score, followed by Mobile-ID, and a banking app with biometrics.

In terms of reliability, citizens across Estonia, Latvia, and Lithuania all regard Smart-ID as the top electronic authentication tool. Following Smart-ID, the ID card ranks second in Latvia, while Lithuanians consider SK’s Mobile-ID the second most trustworthy tool.

The study showcases the ID-card and SK’s Mobile-ID as trusted means of authentication generally used in Estonia, while in Latvia, banking apps are held also in high regard. Latvian state issued eParaksts mobile comes in fourth. Meanwhile, among Lithuanians, in addition to Smart-ID, SK’s Mobile-ID and PIN generator also make the Top 5 list for most reliable tools. This underlines the diversity and trust attributed to various authentication solutions across the Baltic states.

User Preferences: Smart-ID at the Heart of E-authentication Diversity

A scan of eID tool usage in the Baltic states underscores the encompassing presence of Smart-ID across all countries’ top preferences. It is noteworthy though that the username and password combination method is equally highly favoured. In Latvia, SK authentication tool secures a firm spot as the second most preferred tool used by 85% of Latvians, with Google, banking apps, and Facebook following. Lithuania strongly leans towards Google accounts as the second tool of choice, yet SK authentication tools Smart-ID and Mobile-ID are hot on their trail. Estonia avoids this trend by placing a distinctive emphasis on the use of national ID card, but Google accounts and Smart-ID follow closely. 

Why People Use Smart-ID: Security, Usability, and Seamless Implementation

Smart-ID’s unique feature, which permits users to manage numerous accounts on different devices, has attracted a substantial user base with 3.4 million people and 5 million active accounts, and an astonishing 80 million transactions are carried out every month. This success can be attributed to meeting users’ key expectations when selecting electronic authentication tools in the Baltic states.

Users in the region place considerable emphasis on three critical elements. First and foremost, users value the robustness of security (top choice in all countries), an aspect where SK’s services excel by providing top-notch protection for user data and digital identities. The second essential consideration is the ease of use, another area where SK’s Smart-ID and Mobile-ID stand out, leveraging intuitive design principles to cater to diverse user backgrounds. Lastly, users appreciate the easy implementation of authentication tools except for Lithuanians who would like to use their eID tool in as many e-services as possible. SK products shine here as well, ensuring that all people can easily start using Smart-ID or Mobile-ID. Thus, SK’s suite of tools adeptly addresses these core expectations, reinforcing its popularity among users in the Baltic region.

Digital Signing, Banking, and Communication with State

The study also identifies the top 3 most intended actions with eID tools. Users in the Baltics want to use these tools for signing documents (top choice for all respondents), banking and financial services, and communication with the state. In Estonia and Lithuania, though, respondents’ TOP3 usage intentions was concluded with use of healthcare services.

This points to the fact that people truly appreciate Smart-ID’s focus on making it easy and secure to access many digital services, including state-owned citizen portals like eesti.ee in Estonia and Latvija.lv in Latvia.

This international eID study was conducted by RAIT in autumn 2023. As a quantitative survey, it targeted a representative sample of 3000 individuals, aged 18-65 – a demographic cross-section of the Baltics, focusing on parameters such as age, gender, nationality, and region.

If you want to dig deeper into the survey report, please contact us at info@skidsolutions.eu.

Smart-ID has also garnered recognition in the Meaningful Brands survey conducted by Havas. According to the results, in Estonia, Smart-ID is among the few local brands that people truly appreciate. In the top 10 ranking, three Estonian organizations are featured: the national rescue board, Smart-ID, and the police. This acknowledgment further highlights Smart-ID’s dedication to providing a reliable and trusted service to its users.

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