2014 Privacy & Personalization Survey (US + UK)

9
THE 2014 STATE OF CONSUMER PRIVACY & PERSONALIZATION Brought to you by

description

Gigya

Transcript of 2014 Privacy & Personalization Survey (US + UK)

Page 1: 2014 Privacy & Personalization Survey (US + UK)

THE 2014 STATE OF CONSUMER PRIVACY & PERSONALIZATION

Brought to you by

Page 2: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 2

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.

2014 Survey Summary

Page 3: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM |

Always

Often

Sometimes

Never

0% 10% 20% 30% 40%

2%

39%

30%

29%

1%

33%

32%

34%

29%

36%

23%

12%

2012 (US) 2014 (US) 2014 (UK)

3

Have you ever logged into a website or mobile app using your social network accounts from Facebook, Twitter or other social network?

No 23%

Yes 77%

No 47%

Yes 53%

How often do you use social login?

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.

Social Login on the Rise

No 40% Yes

60%

Page 4: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 4

Have you ever abandoned an online registration form because you were unhappy with the amount and/or type of information requested?

Have you ever abandoned a purchase on a website or mobile app because it required you to fill out an online registration form?

No 16%

Yes 84%

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.

Consumer Concerns about Data Privacy

No 19%

Yes 81%

No 40% Yes

60%

No 36%

Yes 64%

US UK

Page 5: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 5

Have you ever done any of the following

after a company sent you irrelevant

information or products?

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%

14%

1%

8%

19%

26%

68%

43%

15%

1%

13%

20%

32%

67%

43% USUK

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.

The Importance of Personalization

Page 6: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 6

Why do you use social login?

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

0% 15% 30% 45% 60%

4%

12%

15%

46%

60%

3%

26%

21%

47%

53%

US UK

How likely are you to use social login on your phone instead of creating a new username and password for mobile apps/sites?

Very Likely

Somewhat Likely

Somewhat Unlikely

Very Unlikely

0% 12.5% 25% 37.5% 50%

15%

23%

42%

20%

17%

18%

39%

26%

Growing usage of social login reveals another key consumer value: convenience. 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.

Convenience is King

Page 7: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 7

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.

How Businesses Should Respond

Page 8: 2014 Privacy & Personalization Survey (US + UK)

GIGYA.COM | 8

Which of the following would make you willing to share information with a company or brand?

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.

How Businesses Should Respond Cont’d

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 andtype 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%

14%

27%

20%

29%

35%

43%

16%

18%

29%

31%

45%

47%

US UK

Page 9: 2014 Privacy & Personalization Survey (US + UK)

ABOUT GIGYAGigya'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. !© 2014 Gigya Incorporated. All rights reserved.

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/.

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.