The average person in 2018 is at least aware of two-factor authentication in one form or another. Online banking is the most likely place they’ve encountered it and unfortunately the experience is quite lacking. Ignoring that SMS-based 2FA is not secure, remembering and entering a numeric code is a big inconvenience.
However, it is free, with everyone having a phone — not even needing a smart one — the adoption of two-factor in light of countless online threats is only going to increase. If it’s inevitable, the process should be improved and one way to do that is through security keys.