The survey found that consumers demand transparency, relevance and convenience when it comes to their personal data. Regarding transparency, over 80% of US and UK consumers have abandoned online forms due to concerns about how their information will be used. Regarding relevance, 43% of respondents in both countries ignore brands that send irrelevant communications. Regarding convenience, respondents cite social login and mobile use as more convenient than traditional login methods. The survey shows social login usage rising as it provides benefits around these consumer values. Businesses should implement social login, automate social data compliance, use progressive profiling and be transparent about data use to meet consumer expectations.

1. The 2014 State of Consumer
Privacy and Personalization

2. The 2014 State of Consumer
Privacy and Personalization
To get a look at the current state of data privacy and personalization, Gigya
recently commissioned a survey with OnePoll to collect the perspectives of
2,000 US and 2,000 UK male and female adults ages 18 to 55.
The results reveal that, when it comes to their data, consumers across the
globe are demanding 3 key values: transparency, relevance and convenience.
The survey also shows that social login usage is exploding as more and
more businesses leverage it as a solution to address consumers’ concerns
and expectations. Let’s take a look at some of the survey highlights and
what these results mean for your business.
Social Login on the Rise
According to our survey, 77% of US consumers claim to have logged into
websites and mobile apps using their existing social media accounts; usage
has increased by 45% just since Gigya’s 2012 survey.
What’s more, over 65% of US survey respondents say they use social login
“often” or “always” when given the option, compared to just 35% of US
respondents in 2012. 60% of UK respondents also use social login, with
59% stating they use it “always” or “often” when given the option.
Social login gives consumers the power to permit brands access to the data
points housed within their social profiles needed to provide them with more
relevant and timely user experiences, effectively striking a balance between
two traditionally competing goals: privacy and personalization.
Have you ever logged into a website or mobile app using your
social network accounts from Facebook, Twitter or other social network?
2014 (UK)2014 (US)2012 (US)
Yes
53%
Yes
77%
Yes
60%
No
47%
No
23%
No
40%

3. Consumer Concerns About Data Privacy
The IDC reports that worldwide data is doubling every 1.5 years, but
although consumers are creating an increasing volume of information
across a growing breadth of channels and devices, data privacy concerns
are at an all-time high.
Gigya’s survey finds that over 80% of both US and UK consumers have
abandoned filling out an online registration form because they were
concerned about the amount and type of information being requested,
leading approximately 30% to register for sites using inaccurate or incomplete
information. Over 60% admit to having abandoned a purchase because the
site made them fill out an online registration form.
For US consumers who claim to “never” use social login, the number one
reason is due to the fear that the website or mobile app is looking to sell
their data - a practice that violates social networks’ terms of service.
How often do you use social login?
Have you ever abandoned an online
registration form because you were
unhappy with the amount and/or type
of information requested?
2012 (US)
2014 (US)
2014 (UK)
US UK
No
16%
Yes
84%
Always
Often
Sometimes
Never
0% 10% 20% 30% 40%
No
19%
Yes
81%
12%
23%
29%
1%
2%
34%
32%
30%
36%
39%
33%
29%

4. UKUS
The Importance of Personalization
In addition to privacy, consumers are also demanding relevance when they
interact with brands - a direct conflict reconciled by transparent, permission-
based data collection via social login.
After receiving irrelevant information or products from a company, 43%
of both US and UK consumers ignored all future communications from
the brand, while about 20% stopped buying products from the company
altogether.
Meanwhile, approximately 20% of US respondents say that the promise of
receiving more relevant content offers and recommendations makes them
more willing to share their information with a brand.
Have you ever abandoned a purchase
on a website or mobile app because
it required you to fill out an online
registration form?
Have you ever done any of the
following after a company sent you
irrelevant information or products?
US
UK
Ignored future communications
from the company
Unsubscribed from email list
Stopped visiting the company’s
website or mobile app
Stopped buying products from the company
Complained about the company to others
either in person or on social media
Other
None of the above
0% 18% 35% 53% 70%
No
36%
No
40%
Yes
64%
Yes
60%
43%
67%
43%
32%
26%
19%
1%
14%
20%
1%
15%
13%
8%
68%

5. Convenience is King
Growing usage of social login reveals another key consumer value: conve-
nience. Both US and UK consumers cite dissatisfaction with spending
time filling out registration forms and remembering more usernames and
passwords as the top two reasons for choosing to login socially.
The convenience factor is again highlighted by the fact that over 60% of US
and UK respondents say they are likely to choose social login when using
mobile devices, where traditional login is particularly cumbersome.
Why do you use social login?
How likely are you to use social login
on your phone instead of creating
a new username and password for
mobile apps/sites?
US
UK
US
UK
I don’t want to spend time
filling in registration forms
I don’t want to create and remember
another username and password
I feel that my personal data is better
protected when I use social login
I want to share articles, products or other
content with my social network friends
Other
Very Likely
Somewhat Likely
Somewhat Unlikely
Very Unlikely
0%
0%
15%
12.5%
30%
25%
45%
37.5%
60%
50%
26%
53%
60%
46%
15%
12%
3%
4%
47%
21%
26%
39%
42%
23%
15%
17%
18%
20%

6. How Businesses Should Respond
The growth of social login and heightened concerns over privacy revealed
in Gigya’s survey point to a series of strategies and solutions modern
businesses can put in place to more successfully collect and apply
consumer data.
Implement social login: give consumers a seamless registration and login
experience, as well as total control over the data they share, by providing
them with the option to verify their identities on your site or app using an
existing social media account.
Automate social data compliance: choose a provider that can take on
the burden of managing data privacy compliance by providing automatic,
real-time API updates to reflect policy and account changes, such as
auto-deletion of non-basic account information when application
permissions are revoked.

7. Use progressive profiling: don’t ask for too much information up-front, and
request necessary data points only at registration. Collect more information
as consumers interact with your brand over time and trust is built.
Be transparent about data collection & usage: clearly state the data points
you are looking to collect, and how they will and will not be used. According
to Gigya’s survey, 45% of US and 35% of UK consumers state that they are
more willing to share their information if a brand makes it clear how it will use
their data. 52% of US and 34% of UK respondents say this same reassurance
would make them more comfortable logging in socially.
US
UK
Which of the following would make
you willing to share information with
a company or brand?
The information will only be used by
the company I am sharing it with
The company has made it very clear
how it will use my information
I am comfortable with the amount and
type of information I am being asked for
It’s a brand I know and trust
There is nothing that would make
me willing to share information
Other
0% 13% 25% 38% 50%
47%
45%
43%
35%
29%
29%
27%
20%
18%
16%
14%
31%

8. © 2015 Gigya Incorporated. All rights reserved. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.5592 | www.gigya.com
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available to
our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable). Gigya
facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at
http://www.gigya.com/privacy-policy/.
Rev: Gigya_2014_State_of_Consumer_Privacy_and_Personilzation_White_Paper_030315
The Trusted Platform for
Identity-Driven Relationships
About Gigya
Gigya’s Customer Identity Management Platform helps companies build
better customer relationships by turning unknown visitors into known,
loyal and engaged customers. With Gigya’s technology, businesses
increase registrations and identify customers across devices, consolidate
data into rich customer profiles, and provide better service, products and
experiences by integrating data into marketing and service applications.
Gigya’s platform was designed from the ground up for social identities,
mobile devices, consumer privacy and modern marketing. Gigya provides
developers with the APIs they need to easily build and maintain secure
and scalable registration, authentication, profile management, data
analytics and third-party integrations.
More than 700 of the world’s leading businesses such as Fox, Forbes, and
Verizon rely on Gigya to build identity-driven relationships and to provide
scalable, secure Customer Identity Management.
For more details about Gigya, visit www.gigya.com.
For additional resources and to learn about how Gigya can help your
business strike a balance between privacy and personalization, visit gigya.
com, or call us at 888.660.1469.