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2014 Consumer Research: Social Login and Personalization

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96% of consumers report receiving mistargeted information or promotions. While that's not new, many are so fed up that they are abandoning brands as a result. Can social login and registration help …

96% of consumers report receiving mistargeted information or promotions. While that's not new, many are so fed up that they are abandoning brands as a result. Can social login and registration help marketers spend more wisely, and deliver the personalized experiences consumers desire? Find out as Paul Abel, Managing Partner of Blue Research, discusses the findings of Janrain’s much-anticipated annual consumer research study on consumer perceptions of social login and personalization.

Learn more: http://janrain.com

Published in: Marketing, Technology, Business

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  • 1. Value of Social Login US Consumer Perceptions Prepared for by Maggie Foree and Paul Abel, PhD. for questions, contact paul.abel@blue-research.com Confidential to Janrain www.blue-research.com 1 29 14 1 ©2014 Blue Research® all rights reserved.
  • 2. Mistargeting Is Common and Drives Disengagement 2 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 3. Relying on Online Registration Data Can Lead to Mistargeting 75% Of consumers admit to intentionally providing misinformation when creating a new account or registering for the first time. Q4. If creating a new account at a website becomes tedious then people tend to not enter all of the information requested (leave some information blank) or intentionally enter incorrect information (sometimes to avoid being targeted for marketing programs). n=594 Confidential to Janrain 3 ©2014 Blue Research® all rights reserved.
  • 4. Mistargeting Consumers Is a Common Occurrence How often companies send mistargeted information/promotions 54% 4% Mistakes made on basic information about me 8% Sometimes An offer that clearly shows they do not know who I am 71% Mixed info across different methods of communication 34% Never Types of Mistargeting Encountered Frequently Almost all the time None of these 51% 41% 12% Over two in three report having received an offer that clearly shows the company does not know who they are Q1. How often, if at all, have you experienced a situation where a company has sent you information, promotions, etc. that are not relevant to you? n=594 Q2A. Below is a list of potential scenarios in which companies mistargeted their marketing efforts and were NOT successful in personalizing the communication to their customers. Select all, if any, of the following that you have experienced first-hand. n=594 Confidential to Janrain 4 ©2014 Blue Research® all rights reserved.
  • 5. 94% of Consumers Admit Mistargeting Leads Them to Disengage from a Company Actions Taken After Being Mistargeted 68% Automatically delete emails 54% Unsubscribe from emails 45% Categorize emails as ‘junk’/ ‘spam’ 29% Be less likely to buy products Visit website less frequently Never visit website again None of these 13% 10% 94% admit to taking one or more of these actions to avoid further engaging with companies that mistarget them 6% Q2B. When a company mistargets their marketing efforts there are a variety of actions you might take. Please select from the following list all of the actions you have taken, if any, for companies that consistently mistarget you in their marketing efforts. Please select ALL that apply. n=522 Confidential to Janrain 5 ©2014 Blue Research® all rights reserved.
  • 6. Many Consumers Say It Only Takes a Few Mistargeted Emails for Them to Disengage 2 3 Q2D. In general, how many mistargeted emails does it take before you start to delete a company’s emails without looking at them or perhaps categorize the emails as ‘junk’? n=408 4 5 15% 1 6% More than 5 24% 5 17% 25% After 2 Mistargets Many Unsubscribe from Emails 13% 4 Number of Mistargeted Emails Confidential to Janrain 38% 12% 3 14% 2 5% 24% 1 21% 24% 48% After 2 Mistargets Nearly Half Automatically Delete or Categorize Emails as ‘Junk’ More than 5 Number of Mistargeted Emails Q2C. In general, how many of those mistargeted emails does it take in order for you to unsubscribe from the distribution list? n=277 6 ©2014 Blue Research® all rights reserved.
  • 7. Social Login Capabilities Are Considered Attractive and Many Admit It Will Influence Their Behavior 7 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 8. Consumers See Value in the Capabilities Social Login Enables Capabilities of Social Login Considered Useful Suggest products/ promotions based on profile info Allow mobile phone apps to offer special ‘in-store’ offers 60% 49% Ability to comment/ share opinions about a company 45% Offers suggestion based on profile info 44% Q8. For each, please rate how useful you believe these capabilities are. (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 8 ©2014 Blue Research® all rights reserved.
  • 9. Consumers See Value in the Capabilities Social Login Enables 44% Expect using Social Login will improve their experience with a website. Q11. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement: 3) I expect that by using ‘social login’ it will improve my experience at a website (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 9 ©2014 Blue Research® all rights reserved.
  • 10. Social Login Is Expected to Influence Consumer Behavior 64% are more likely to return to a website that remembers them without a username or password Q11. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement: 2) I am more likely to return to a website if it automatically recognizes me (without needing to remember a username or password every time) by using social login. (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 10 ©2014 Blue Research® all rights reserved.
  • 11. Companies Offering Social Login Are Considered More Up-to-Date and Innovative 56% believe companies that offer Social Login are more up to date and innovative, and leave a positive impression Q11. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement: Companies that offer ‘social login’ are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 11 ©2014 Blue Research® all rights reserved.
  • 12. Social Login Is Expected to Influence Consumer Behavior on Mobile Devices 49% would read more articles using their mobile phone or tablet if Social Login made it easier for them to login Q16. Rate each of the statements below based on your level of agreement. A “1” means you completely disagree with that statement and a “10” means you completely agree with that statement. If social login made it easier for me to login to sites using my mobile phone, iPad and/or tablet computer, I would……read more online articles using one of these mobile devices. (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 12 ©2014 Blue Research® all rights reserved.
  • 13. Social Login Is Expected to Influence Consumer Behavior on Mobile Devices 42% would make more purchases online using their mobile phone or tablet if Social Login made it easier for them to login Q16. Rate each of the statements below based on your level of agreement. A “1” means you completely disagree with that statement and a “10” means you completely agree with that statement. If social login made it easier for me to login to sites using my mobile phone, iPad and/or tablet computer, I would……make more purchases online using one of these mobile devices. (showing respondents who rated 5-10 on a 1-10 scale) n=594 Confidential to Janrain 13 ©2014 Blue Research® all rights reserved.
  • 14. Social Login Is Frequently Encountered; More Than Half Use and Few Are Unsatisfied 14 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 15. Nearly 9 in 10 Have Encountered Websites Offering Social Login Social Login is Commonly Encountered 88% have come across a site offering social login capability 81% report encountering social login at least once in the last month Q7B. In the past month, how often, if at all, have you come across a website that offered the ability to ‘log-in’ using one of your social network, email or online service accounts? n=594 Confidential to Janrain 15 ©2014 Blue Research® all rights reserved.
  • 16. Once Encountered, Just Over Half Use Social Login Capability How often do you use the social login option? 51% use social login when it is an option Nearly Every Time: 5% 49% never use social login Sometimes: 46% Q7C. When you are at a website that requires you to either create an account or gives you the option to log in using one of your social network, email or online accounts, how often do you use the social login option? n=560 Confidential to Janrain 16 ©2014 Blue Research® all rights reserved.
  • 17. Majority Use Social Login Because It Is Faster Than Registering Why do you use social login? Faster than registering at a site 65% Means one less password to remember Ensures websites are more personalized Some other reason 50% 12% 5% Q7E. Which of the following are the reason(s) why you use social login? n=286 Confidential to Janrain 17 ©2014 Blue Research® all rights reserved.
  • 18. Wide Majority of Users Are Very Satisfied With Social Login 1-2 16% 7% 2% 31% 44% Satisfaction with Social Login Experiences 3-4 5-6 Not Satisfied Q7F. Overall, how satisfied are you with the experiences you have had using social login? n=286 Confidential to Janrain 7-8 9-10 Very Satisfied 18 ©2014 Blue Research® all rights reserved.
  • 19. Communicating How Personal Information Is Used Could Increase Usage of Social Login 19 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 20. Not Everyone Who Encounters Social Login Uses the Capability 88% have come across a site offering social login capability Q7B. In the past month, how often, if at all, have you come across a website that offered the ability to ‘log-in’ using one of your social network, email or online service accounts? n=594 Confidential to Janrain 20 ©2014 Blue Research® all rights reserved.
  • 21. Not Everyone Who Encounters Social Login Uses the Capability 49% say they never use social login Q7C. When you are at a website that requires you to either create an account or gives you the option to log in using one of your social network, email or online accounts, how often do you use the social login option? n=560 Confidential to Janrain 21 ©2014 Blue Research® all rights reserved.
  • 22. Non-Users Are Concerned About How Information Will Be Used Primary Reason(s) for NOT Using Social Login Capability Don’t trust company to use information appropriately 49% Don’t want company to post to my feed 33% Concerned company will Spam me or my contacts Other 16% 9% Q7D. Which of the following is the primary reason why you do not use social login? n=274 Confidential to Janrain 22 ©2014 Blue Research® all rights reserved.
  • 23. Nearly Half of Non-Users Admit They Could Be Enticed to Share Social Media Profile Information Actions to Encourage Non-Users to Share Profile Information Company will not contact others in social network Information is ONLY used to personalize experience Company sends a free trial or gift card Company provides a promotion 31% 17% 14% 13% Q7H. Which of the following is most likely to encourage you to share your social media profile (e.g., gender, age, interests) with a website that you trust? Non-users n=257 Confidential to Janrain 23 ©2014 Blue Research® all rights reserved.
  • 24. Social Login Users May Represent a Very Attractive Target Market 24 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 25. Over Half Are SLI Users; a Little Less Than Half Are Non-Users How often do you use the social login option? 51% Users Nearly Every Time: 5% Sometimes: 46% Q7C. When you are at a website that requires you to either create an account or gives you the option to log in using one of your social network, email or online accounts, how often do you use the social login option? n=560 Confidential to Janrain 25 ©2014 Blue Research® all rights reserved.
  • 26. Over Half Are SLI Users; a Little Less Than Half Are Non-Users How often do you use the social login option? 49% Non-Users Q7C. When you are at a website that requires you to either create an account or gives you the option to log in using one of your social network, email or online accounts, how often do you use the social login option? n=560 Confidential to Janrain 26 ©2014 Blue Research® all rights reserved.
  • 27. Personalization Drives More Social Login Users to Be Engaged Percent More Likely to… if a Site is Personalized Read articles or watch videos on the website 48% Spend more time on the website Download a mobile app from that company 46% 32% Social Login Users 30% 28% 18% Social Login Non-Users Q9. If a company personalizes your experience and the information on their website by catering to your specific interests/preferences (e.g. recommending articles to read, videos to watch, products/services to consider based on your profile, interests and/or purchases or perhaps those of your friends), how much more or less likely, if at all, are you to do the following? (excludes percent selecting ‘no impact’ or ‘less likely’) SLI Users n=320; SLI Non-users n=274 Confidential to Janrain 27 ©2014 Blue Research® all rights reserved.
  • 28. Personalization Drives More Social Login Users to Purchase Products or Services Online 45% of Social Login Users are more likely to buy products or services on a website if the company personalizes the experience Q9. If a company personalizes your experience and the information on their website by catering to your specific interests/preferences (e.g. recommending articles to read, videos to watch, products/services to consider based on your profile, interests and/or purchases or perhaps those of your friends), how much more or less likely, if at all, are you to buy products/services on the website? (only showing those who select options 1-2) SLI Users n=320; SLI Non-users n=274 Confidential to Janrain 28 ©2014 Blue Research® all rights reserved.
  • 29. Personalization Drives More Social Login Users to Purchase Products or Services Online 29% of Social Login Non-Users are more likely to buy products or services on a website if the company personalizes the experience Q9. If a company personalizes your experience and the information on their website by catering to your specific interests/preferences (e.g. recommending articles to read, videos to watch, products/services to consider based on your profile, interests and/or purchases or perhaps those of your friends), how much more or less likely, if at all, are you to buy products/services on the website? (only showing those who select options 1-2) SLI Users n=320; SLI Non-users n=274 Confidential to Janrain 29 ©2014 Blue Research® all rights reserved.
  • 30. Social Login Users Are More Likely Than Non-Users to Influence and Be Influenced Percent That Use Their Social Network to... Share a positive comment about a product, service or company Seek out/ avoid a company based on reviews Recommend a company’s website to others 56% 79% Share a negative comment Ask for feedback/ suggestions before making a purchase 68% 84% 61% 74% 54% 40% Social Login Users 32% 22% Social Login Non-Users Q12. How often do you do the following? (excludes percent selecting “never”) SLI Users n=320; SLI Non-users n=274 Q9. If a company personalizes your experience and the information on their website by catering to your specific interests/preferences (e.g. recommending articles to read, videos to watch, products/services to consider based on your profile, interests and/or purchases or perhaps those of your friends), how much more or less likely, if at all, are you to do the following? (excludes percent selecting ‘no impact’ or ‘less likely’) SLI Users n=320; SLI Non-users n=274 Confidential to Janrain 30 ©2014 Blue Research® all rights reserved.
  • 31. Key Takeaways 31 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 32. Key Takeaways Online research completed by nationally representative sample of 594 social media active consumers to assess behaviors, interests and perceptions. Results demonstrate: 32 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 33. Key Takeaways Mistargeting is Common; Consumers are Disengaging Over 9 in 10 report being mistargeted and a similar percent report taking steps to is disengage from interacting with these organizations. Social Login is Widely Encountered Nearly 9 in 10 have been exposed to social login Social Login is Attractive Many report the experience it enables could impact their behavior in ways organizations will find beneficial. 33 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 34. Key Takeaways Social Login is Often Used A little over half choose to use it and over nine in ten social login users report being satisfied with their experiences Trust will Increase Use Assuring consumers that personal information will be used appropriately is important in order for a broader range of consumers to elect to use social login. Social Login Users are Attractive Consumers who choose to use social login appear to be more likely to influence others, be influenced by others and make purchases online, relative to non-users of social login. 34 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 35. Key Takeaways These findings suggest social login may help companies engage with an attractive segment of the consumer population in a way consumers consider beneficial. 35 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 36. NW Office: 1400 NW Irving St. Suite 408 Portland, OR 97209 888 780 BLUE • info@blue-research.com • blue-research.com CA Office: 1625 Scott Pl. Suite 201 Encinitas, CA 92024
  • 37. Additional Data 37 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 38. Demographics Age Ethnicity Household Income Most are 35-64 Years Most are White Caucasian Most earn less than $100k per year 26% 18-34 55% 35-64 19% 65+ 2% African American 3% Hispanic 9% Asian 83% White Caucasian 2% Other 2% Prefer not to say Gender Most are female 43% 28% 26% Education Most are College Grads 54% Female 46% Male 0% Less than HS 8% HS Grad 4% Tech School 22% Some College 38% College Grad 28% Advanced Degree 2% Less than $50K $50K thru $100K $100K More thru than $250K $250K 38 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 39. Method Custom designed online survey with the logic and skip patterns required to deliver reliable insights completed by 602 respondents: – Potential respondents recruited via email, given a one-time password protected access to the survey. – Respondents screened to ensure each is social media active and has: • Purchased a product or service online in the past 30 days and/or • Read articles or watched videos online from major media outlets in the past 30 days. – Questionnaire composed primarily of close-ended questions; median time to complete the survey is ~11 minutes. – Quality controls in place to remove ‘speedsters’ and ‘flat-liners’ from data analysis; 8 were removed for a final sample size of 594. Design, programming, data collection, analysis and report by Blue Research. 39 Confidential to Janrain ©2014 Blue Research® all rights reserved.
  • 40. NW Office: 1400 NW Irving St. Suite 408 Portland, OR 97209 888 780 BLUE • info@blue-research.com • blue-research.com CA Office: 1625 Scott Pl. Suite 201 Encinitas, CA 92024