Token Trends: What people search on google?

While working on our EZMCOM website (getting launched soon), we were analyzing what are people searching for when it comes to authentication and security. We did few search comparison using google.com/insights and results were surprisingly pleasant for us.

We would like to share our interpretation on Authentication Token Trends with you. We searched the trend for following tokens from 2007 to till date -
  • hardware token
  • software token
  • usb token + pki token
  • sms token


(click to enlarge)

There were surprising results which came into light. People have been searching more on the PKI and USB Token than hardware token, this makes usb token as most ideal token for enterprises to use for authentication.


average search over 2.6 years

Second in race is software token followed with hardware token. It is always that hardware token is much better when it comes to security as it is hamper proof. However, the search results reflect complete possible of it where people are searching more on software token than hardware token.

Search Volume over 2.6 years (click to enlarge)

One of the interesting observation is also the region from where the searches are carried out. We realized that mostly the search comes from two regions - North America, Europe and India. The key reason would be:
  • America and Europe are ahead from others when it comes to regulations and compliance
  • India is R&D office for many security firms that must be doing the search of security products.
Please find the following results to share more on the details of the regions for each form of token as follows (click to enlarge the image) -


software token


usb token


hardware token




sms token

Why are we sharing the above with you?
Even though EzIdentity platform is offering all the 4 types of tokens and many more but there is a change in the direction of the choice of token that people seek.

The confidence from usb pki token is highest as it is a secure hardware device that carries your strong Private-Public Key pair. Making it impossible for any hacker to get into.

Following to this, software - why - becuase it is free of logistics + invenotry costs, reusable, real-time, easy to install and carry.

SMS and hardware do have good points in their favor but pki and software token make a better combination to roll out for your enterprise or commerce portal or government work flow.

Next Steps
Powered by Olark