A whopping 71% of online shoppers will abandon a website if asked to fill out too many fields, according to research from internet security specialists Ping Identity.

The survey also found that over half would give up on a website if it demanded information they didn’t readily have to hand.

Meanwhile, almost a fifth would be annoyed and cut the transaction short if the website failed to remember details from a previous transaction.

“Loyalty is dead,” said Andrew Hindle, director at Ping Identity. “In this competitive environment, e-tailers need to make registration and payment as seamless as possible, or risk people taking their custom elsewhere.”