68% of users admitted to reusing passwords across multiple accounts.

One in nine (11%) password reset attempts in 2024 was a fraud attack. This rate rose to over one in four (27%) reset attempts initiated on a desktop computer.

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

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).

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

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

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.

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).

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

Animals are common in passwords: "lion" (9.8 million), "fox" (7.8 million).

Religious terms are popular in passwords, with “god” appearing in 24 million entries, “hell” in 20 million.

Days are popular in passwords, with "Monday" appearing in 0.8 million entries.

Extending this, “123456” is used in 338 million passwords. Both “password” (56 million) and “admin” (53 million) remain highly popular, being the most popular passwords at least since 2011.

People's names were the second most prevalent password component.

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

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

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