2015 Janrain Consumer Research
UK, France, and Germany
Consumer Identity and Mistargeting
Identity-Driven
Marketing
Mistargeting continues to be ubiquitous
and drives disengagement.
DESPITE A MANTRA OF BETTER
TARGETING, FULLY 95% OF
EUROPEANS ARE MISTARGETED,
ON PAR WITH US CONSUMERS.
Q6: 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=651)
1
What drives this? How does it hurt your brand?
2
Marketers mistarget users in part because they
provide fake data.
+7327+
[email protected]
73%
of consumers admit to
intentionally providing
misinformation when creating
accounts—up from 66% in 2014
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
3
Marketers mistarget in a few ways.
Types of mistargeting encountered
61%
40%
36%
‘An offer that clearly shows
they do not know who I am’
‘Mistakes made on basic
information about me’
‘Mixed info across different
methods of communication’
Q6: 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=651)
Q7: Below is a list of potential scenarios in which companies mistargeted their marketing efforts and were NOT successful in personalising the communication to their customers.
Select all, if any, of the following that you have experienced first-hand. (n=651)
4
The dangers of mistargeted communications.
92% of European users react negatively to mistargeting in the following ways
48%
46%
34%
27%
18%
15%
Automatically delete emails
Unsubscribe from emails
Categorise emails as ‘junk’ / ‘spam’
Are less likely to buy products
Visit website less frequently
Never visit website again
The only major difference from US consumers: Europeans are 26% less likely to categorise mistargeted
emails as junk.
Q8: 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=651)
5
The consequences of mistargeted communications.
European audiences are notably intolerant of mistargeting
33% of customers will unsubscribe
after only two or fewer mistargeted
emails, compared with 37% in the US.
41% automatically delete or
categorise as ‘junk’ emails after being
mistargeted two or fewer times,
compared to 36% in the US
Q9: In general, how many of those mistargeted emails does it take in order for you to unsubscribe from the distribution list? (n=560)
Q10: In general, how many mistargeted emails does it take before you start to delete a company’s emails without looking at them or perhaps categorise the emails as ‘junk’? (n=561)
6
The solution: End churn and detraction by
accurately identifying customers with social login.
7
Your customers have already seen social login
on other sites.
Login with
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=876
8
Social login options improve customer perceptions
about your company.
67%
believe companies that offer social login
are more up to date and innovative, and
leave a positive impression, vs 57% for
US consumers
Q28: Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement. (1-10 rating scale) (n=651)
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Your customers use social login. Here’s why:
Faster than traditional
registration
49%
30%
12%
Q21: Which of the following are the reason(s) why you use social login? (n=499)
*****
One less password
to remember
Websites are
more personalised
10
Adoption is lagging slightly behind the US, but
user satisfaction is on par.
% that have used social login
74%
66%
89% are satisfied
with social login
Q7F. Overall, how satisfied are you with the experiences you have had using social login? n=485
11
Simply by being transparent, companies could
encourage more use.
‘What is most likely to encourage you to share your social profile with a website that you trust?’
36%
33%
30%
20%
‘Company will not contact others in social network’
‘Information is ONLY used to personalise experience, like content.’
‘Company sends a free trial or gift card’
‘Company provides a promotion’
Q24: 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? (n=377)
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The availability of social login greatly impacts
behaviour for consumers who use it.
13
Higher social login use contributes directly to a
few things, the first of which is return engagement.
67%
are more likely to return to a
website that remembers them
without a username or password
Q28: Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement. (1-10 rating scale) (n=651)
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Social login use also encourages engagement
across devices.
56%
would read more articles using
their mobile phone or tablet if
social login made it easier for
them to login
Q33: If ‘social login’ made the current process of logging-in to websites using your mobile phone, iPad or tablet computer easier, how would your behaviour using one of these mobile devices change, if
at all? (n=651)
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Finally, social login reduces the barriers to
mobile ecommerce.
52%
would make more purchases
online using their mobile phone
or tablet if social login made it
easier for them to login
Q33: If ‘social login’ made the current process of logging-in to websites using your mobile phone, iPad or tablet computer easier, how would your behaviour using one of these mobile devices change, if
at all? (n=651)
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Resulting identity-based relevancy has big
payoffs for brands.
If a company personalises the EU consumer’s web experience
based on profile and interests…
45%
are more likely to read articles or watch videos on the site
44%
are more likely to spend more time on the site
40%
are more likely to buy products/services on the site
37%
are more likely to recommend the site to others
38%
are more likely to make in-store purchase
35%
are more likely to download a mobile app for the brand
Q26: If a company personalises your experience and the information on their website by catering to your specific interests/preferences, how much more or less likely, if at all, are you
to do the following? (n=648)
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Differences by
country among
European
Consumers
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German consumers are less likely to
defect from tedious login experiences.
Percent who have provided inaccurate or incomplete information.
77%
81%
60%
Percent who have left a site rather than reset password
85%
81%
74%
Q12: How often have you intentionally left information out or entered incorrect information when creating a new account at a website or registering for the first time? (n=651)
Q13: How often have you gone to a website, forgotten your username or password and decided to leave the website instead of going through the process of re-setting your password or
answering security questions? (n=651)
19
UK consumers are most likely to use social
log-in and perceive its value, but French
consumers are close followers.
Percent of consumers who use social login when available.
77%
UK
74%
FRANCE
66%
GERMANY
Q17: Many websites are starting to do things to eliminate the need for users to set up a new account, create a user name and password, fill out a lot of information which they may have
already done at other sites, and/or remember the user name(s) and password(s) they created. One of the ways to make this process easier is to provide people that visit a website the option
to ‘login’ using one of the accounts they already have with a social network, email provider or online service provider, such as Facebook, Gmail, Yahoo!, LinkedIn or PayPal. In general, do you
think this option is helpful? Is this ‘social log-in’ an option you believe companies should offer to people? (n=651)
Q19: 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=571)
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French and German consumers are far more likely
to ask their network to aid in purchase decisions.
Percent of consumers who have asked for feedback from their
social networks before makng a purchase
45%
UK
Q29: How often do you do the following? (n=651)
70%
FRANCE
68%
GERMANY
21
Mobile device usage varies significantly across
countries but is still prevalent everywhere.
Percent of consumers who use a smartphone or tablet to do the following:
44%
44%
54%
77%
61%
64%
59%
Seek out competitive pricing information
online while in a retail store
69%
Purchase products or services
49%
56%
72%
70%
67%
64%
59%
59%
Learn about products or services
Play Games
77%
78%
Watch Videos
Read or post information on one or
more of your social networks
Q35: Please select which of the following activities, if any, that you have done using your smartphone, tablet or iPad over the past 30 days. Please check all that apply. (n=651)
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Key Insights
Insights are based on an online survey of 651 social media-active consumers in Europe,
comprised of equal distribution among UK, French, and German consumers. That survey
demonstrates:
• Consumer defection in the face of
mistargeted marketing is significant,
on a par with US consumers.
• Adoption of social login in Europe
only slightly lags the US, with UK
consumers demonstrating highest
usage and affinity across all metrics.
• Like US consumers, European consumers
perceive social login as an ease-of-use
solution, not a targeting solution, but
the impact of ease-of-use is profound.
• European consumers reward
brands using social login with
higher usage and loyalty.
23
Consumer Perceptions of Social Login research
performed and prepared by
Eric Anderson, Market Research Consultant
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United Kingdom
Respondent Profiles
5248
Gender
48%
Age
Most are 35—64 yrs
0%
65+
52%
Household Income
Most earn <£40K/ yr
£40K – £80K
26%
£80K+
7%
2%
14%
24%
13%
Advanced
Degree
28%
21%
University
Grad
£25K – £40K
27%
Some
University
29%
Tech
School
<£25K
Education
Most are
college grads
Secondary
Grad
61%
35—64
Less than
Secondary
38%
18—34
25
French
Respondent Profiles
5248
Gender
48%
Age
Most are 35—64 yrs
0%
65+
52%
Household Income
Most earn <€40k/ yr
Education
Most are
college grads
€40K – €80K
24%
€80K+
3%
2%
13%
27%
11%
Advanced
Degree
38%
18%
University
Grad
€25K – €40K
29%
Some
University
32%
Tech
School
<€25K
Secondary
Grad
65%
35—64
Less than
Secondary
35%
18—34
26
German
Respondent Profiles
5050
Gender
50%
Age
Most are 35—64 yrs
0%
65+
50%
Household Income
Most earn <€80k/ yr
€40K – €80K
34%
€80K+
10%
39%
9%
20%
3%
Advanced
Degree
28%
27%
Univeristy
Graduate
€25K – €40K
2%
Some
University
22%
Tech
School
<€25K
Education
Secondary
Grad
67%
35—64
Less than
Secondary
33%
18—34
27