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©2014 Blue Research® all rights reserved.Prepared for Janrain

Value of Social Login

UK, France, Germany Consumer Research

Prepared for

by Maggie Foree and Paul Abel, PhD.

for questions, please contact

[email protected] www.blue-research.com

5 June 2014

Paul Abel, Ph.D.

mailto:[email protected]

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Mistargeting is Commonand Drives

Disengagement

7


Relying on Online Registration Data Can Lead to Mistargeting

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=876

Of consumers admit to intentionally providing misinformation when creating a new account or registering for the first time.

66%

8


Mistargeting Consumers is a Common Occurrence

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=876

Never Sometimes Frequently Almost all the time

How often companies send mistargeted

information/promotions

9%

45%37%

9%

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Mistargeting Consumers is a Common Occurrence

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=876Q2A. 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=876

Never Sometimes Frequently Almost all the time

None of these

Mistakes made on basic information

about me

Mixed info across different methods of

communication

An offer that clearly shows they do not know who I

am

About six in ten report having received an offer that clearly shows the company does not know

who they are

Types of Mistargeting EncounteredHow often companies send

mistargeted information/promotions

9%

45%37%

9% 15%

36%

37%

61%

10


95% of Consumers Admit Mistargeting Leads Them

to Disengage from a Company

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=748

Actions Taken After Being Mistargeted

None of these

Automatically delete emails

Unsubscribe from emails

Categorize emails as ‘junk’/ ‘spam’

Be less likely to buy products

Visit website less frequently

Never visit website again

5%

14%

15%

26%

40%

53%

55%

95% admit to taking one or more of these

actions to avoid further engaging

with companies that mistarget them

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17% 20

%

20%

5%

16%

22%

1 2 3 4 5 Morethan 5

Many Consumers Say It Only Takes a Few

Mistargeted Emails for Them to Disengage

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=517

After 3 Mistargets More Than Half Automatically Delete or Categorize Emails as ‘Junk’

Number of Mistargeted Emails

57%

12


17%

18% 23

%

6%

17% 19%


17% 20

%

20%

5%

16%

22%


Many Consumers Say It Only Takes a Few

Mistargeted Emails for Them to Disengage

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=517

Q2C. In general, how many of those mistargeted emails does it take in order for you to unsubscribe from the distribution list? n=389


After 3 Mistargets More Than Half Unsubscribe from Emails

58%After 3 Mistargets More Than Half Automatically Delete or Categorize Emails as ‘Junk’


57%

13


Social Login Capabilities Are Considered Attractive and Many

Admit It Will Influence Their Behavior

14


Consumers See Value in the Capabilities Social Login

Enables

Suggest products/ offer promotions based on profile

info

Capabilities of Social Login Considered Useful

Q8. For each, please rate how useful you believe these capabilities are. (showing respondents who rated 5-10 on a 1-10 scale) n=876

Allow mobile phone apps to offer special ‘in-store’ offers

Ability to comment/ share opinions about a company

Offers suggestions based on profile info

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Consumers See Value in the Capabilities Social Login

Enables

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=876

Expect using social login will improve their experience with a website.

62%

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Social Login is Expected to Influence Consumer

Behavior

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=876

are more likely to return to a website that remembers them without a username or password.

68%

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Companies Offering Social Login Are Considered More Up-to-Date and Innovative

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=876

believe companies that offer Social Login are more up to date and innovative, and leave a positive impression.

67%

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Behavior on Mobile Devices

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=876

would read more articles using their mobile phone or tablet if social login made it easier for them to login.

55%

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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=876

would make more purchases online using their mobile phone or tablet if social login made it easier for them to login.

48%


Behavior on Mobile Devices

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Social Login is Frequently Encountered; More Than Half Use and Few Are Unsatisfied

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Nearly 9 in 10 Have Encountered Websites Offering Social Login

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=876

75% report encountering social login at least once in the last month

Social Login is Commonly Encountered

have come across a site offering social login capability.

87%

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Once Encountered, Nearly Six in Ten Use Social Login

Capability

Nearly Every Time: 5% Sometimes: 55%

use social login when it is an option.

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=816

How often do you use the social login option?

59%

41%

never usesocial login.

23


Majority Use Social Login Because It Is Faster Than

Registering

Q7E. Which of the following are the reason(s) why you use social login? n=485

3%

22%

45%

58%

Why do you use social login?

Faster than registering at a site

Means one less password to

remember

Ensures websites are more

personalized

Some other reason

24


2%

7% 2

3%

47%

21%

1-2 3-4 5-6 7-8 9-10

Wide Majority of Users Are Very Satisfied With Social

Login

Q7F. Overall, how satisfied are you with the experiences you have had using social login? n=485

Not Satisfied Very Satisfied

Satisfaction with Social Login Experiences

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Communicating How Personal Information is Used Could

Increase Usage of Social Login

26


A Wide Majority Have Come Across Websites Offering

Social Login

87%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=876

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Not Everyone Who Encounters Social Login

Uses the Capability


41%say they never use social login.

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Non-Users Are Concerned About How Information Will

Be Used

Q7D. Which of the following is the primary reason why you do not use social login? n=331

Primary Reason(s) for NOT Using Social Login Capability

Don’t trust company to use information

appropriately

11%

18%

27%

46%

Don’t want company to post to my feed

Concerned company will Spam me or my

contacts

Other

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Nearly Half of Non-Users Admit They Could Be Enticed to Share Social Media Profile

Information

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=288

Actions to Encourage Non-Users to Share Profile Information

9%

12%

16%

25%

Company provides a promotion

Company sends a free trial or gift card

Information is ONLY used to personalize

experience

Company will not contact others in social

network

30


Social Login Users May Represent a Very Attractive

Target Market

31


Majority Are SLI Users; Less Than Half Are Non-Users



Nearly Every Time: 5% Sometimes: 55%

59% Users

32


Majority Are SLI Users; Less Than Half Are Non-Users



41% Non-Users

33


Personalization Drives More Social Login Users to Be

Engaged

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=485; SLI Non-users n=331

Percent More Likely to… if a Site is Personalized

42%

53%

53%Read articles or watch videos on the website

Spend more time on the website

Download a mobile app from that company

Social Login Users

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Personalization Drives More Social Login Users to Be

Engaged

20%

28%

31%

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=485; SLI Non-users n=331

Percent More Likely to… if a Site is Personalized

Social Login Non-Users

42%

53%

53%Read articles or watch videos on the website

Spend more time on the website

Download a mobile app from that company

Social Login Users

35


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=485; SLI Non-users n=331

Personalization Drives More Social Login Users to Purchase Products or

Services Online

of Social Login Users are more likely to buy products or services on a website if the company personalizes the experience.

48%

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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=485; SLI Non-users n=331

Personalization is Less Likely to Drive Non-Users to

Make Purchases Online

of Social Login Non-Users are more likely to buy products or services on a website if the company personalizes the experience.

28%

37


Social Login Users Are More Likely Than Non-Users to

Influence and Be Influenced

Q12. How often do you do the following? (excludes percent selecting “never”) SLI Users n=485; SLI Non-users n=331Q9. 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=485; SLI Non-users n=331

Percent That Use Their Social Network to...

Share a positive comment about a product, service or

company

Share a negative comment

Recommend a company’s website to others

Social Login Users

Ask for feedback/ suggestions before making a purchase

Seek out/ avoid a company based on reviews

45%

69%

74%

82%

83%

38


Social Login Users Are More Likely Than Non-Users to

Influence and Be Influenced

Q12. How often do you do the following? (excludes percent selecting “never”) SLI Users n=485; SLI Non-users n=331Q9. 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=485; SLI Non-users n=331

Percent That Use Their Social Network to...

Social Login Non-Users

Share a positive comment about a product, service or

company

Share a negative comment

Recommend a company’s website to others

Social Login Users

Ask for feedback/ suggestions before making a purchase

Seek out/ avoid a company based on reviews

45%

69%

74%

82%

83%

26%

41%

53%

63%

58%

39


Key Takeaways

40

©2014 Blue Research® all rights reserved.Confidential to Janrain

Online research completed by nationally representative samples of 933 social media active consumers in UK, France

and Germany to assess behaviors, interests and perceptions.

Results demonstrate:

Key Takeaways

41


Key Takeaways

Mistargeting is Common; Consumers Are DisengagingOver 9 in 10 report being mistargeted as well as taking steps to is disengage from interacting with these organizations.

Social Login is AttractiveMany report the experience it enables could impact their behavior in ways organizations will find beneficial.

Social Login is Widely EncounteredNearly 9 in 10 have been exposed to social login.

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Key Takeaways

Trust Will Increase UseAssuring 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 AttractiveConsumers 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.

Social Login is Often UsedNearly 3 in 5 choose to use it and over 9 in 10 social login users report being satisfied with their experiences.

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These findings suggest social login may help companies engage with an attractive segment of

the consumer population in a way consumers consider beneficial.

Key Takeaways

888 780 BLUE • [email protected] • blue-research.com

NW Office:1400 NW Irving St.

Suite 408Portland, OR 97209

CA Office:1625 Scott Pl.

Suite 201Encinitas, CA 92024

45


Demographics

46


Less than £25K

£25K thru £40K

£40K thru £80K

More than £80K

37%33%

23%

7%

Demographics

40% 18-3452% 35-648% 65+

Age

Gender

51% Female

Ethnicity5% Asian2% Black88% White 3% Other1% Prefer not to say

49% Male

Education1% Less than secondary education32% Secondary education 22% Tech School10% Some university27% University graduate8% Post-graduate study or advanced degree

Household Income

47


Less than 25€K

25€K thru 40€K

40€K thru 80€K

More than 80€K

38% 36%

21%

5%

Demographics

38% 18-3458% 35-644% 65+

Age

Gender

52% Female

Ethnicity5% Arab/North African1% Asian1% African90% European 2% Other1% Prefer not to say

48% Male

Education1% Less than secondary education24% Secondary education 22% Tech School9% Some university23% University graduate23% Post-graduate study or advanced degree

Household Income

48


Demographics

41% 18-3454% 35-644% 65+

Age

Gender

49% Female

Ethnicity1% Middle Eastern97% European 1% Other1% Prefer not to say

51% Male

Education29% Less than secondary education6% Secondary education 16% Tech School26% Some university22% University graduate

Household Income

Less than 25€K

25€K thru 40€K

40€K thru 80€K

More than 80€K

32% 32%29%

7%

888 780 BLUE • [email protected] • blue-research.com

NW Office:1400 NW Irving St.

Suite 408Portland, OR 97209

CA Office:1625 Scott Pl.

Suite 201Encinitas, CA 92024

Date post:	21-May-2015
Category:	Marketing
Upload:	janrain
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