2.9 billion unique sets of compromised credentials identified in 2024. This is an increase from 2.2 billion in 2023.

Positive words in passwords were common: “love” (87 million), “sun” (34 million), “dream” (6.1 million), “joy” (6.9 million), and “freedom” (2 million).

"Ana" was the most popular name component, used in almost 1%, or 178.8 million passwords. It also appears in words like “banana” (used in 3.7 million passwords).

Months are popular in passwords, with "May" appearing in 28 million entries and "April" in 5.2 million.

Almost a third (27%) of the analysed passwords consisted of only lowercase letters and digits.

Profane words are very common in passwords. The top entry is “ass” (165 million), partly explained by use in “pass” or “password”. Other common swear words include “fuck” (16 million), “shit” (6.5 million), “dick” (3.2 million), and “bitch” (3.2 million).

Brands are popular in passwords, with "Google" appearing in 25.9 million entries, "Facebook" in 18.7 million, "Kia" in 12.7 million.

Seasons are popular in passwords, with "Summer" appearing in 3.8 million entries.

US States are popular in passwords, with "Carolina" appearing in 1.9 million entries, "Dakota" in 1.2 million, "Texas" in 1.1 million.

Food is popular in passwords, with "tea" appearing in 36 million entries, "apple" in 10.7 million, "rice" in 4.9 million, "orange" in 3.6 million, "Pizza" in 3.3 million.

There has been an improvement in complexity over time: in 2022, only 1% of passwords used a mix of lowercase, uppercase, numbers, and symbols; this figure has now climbed to 19%.

Almost 20% of unique passwords mixed case letters and numbers but did not include special characters.

Most people use passwords between 8–10 characters in length, accounting for 42% of the analysed passwords. Eight characters was the most popular length.

The sequence “1234” appears in almost 4% of all passwords, which is over 727 million passwords.

Popular pop culture terms used in passwords include “Mario” (9.6 million), “Joker” (3.1 million), “Batman” (3.9 million), “Thor” (6.2 million), and “Elsa” (2.9 million).

There is an 8% chance for names from the 100 most popular names of 2025 list to be included in a password.

Sports are popular in passwords, with "Soccer" appearing in 4 million entries, "football" in 3.4 million.

Cities are common in passowrds, with "Rome" appearing in 13 million.

Credential-stuffing attacks, while seemingly inefficient, have a success rate between 0.2% and 2.0%, which makes them highly profitable as hackers test millions of credentials to yield thousands of compromised accounts.

Professions are popular in passwords, with "boss" appearing in 10 million entries, "hunter" in 6.6 million, "cook" in 4.2 million.