Identity Theft Protection Adds Value to Your

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1 LifeLock.com/affinity Identity Theft Protection Adds Value to Your As your members increasingly shop, bank and interact online, protecting their identities is critical. The more information people share online, the more information they have at risk. This report distills key research findings about the services your members and prospects want. Use it to learn how identity theft protection can help express your organization s values while increasing acquisition and retention. KEY INSIGHTS: Many of your members and prospects are interested in identity theft protection Those most active online have the highest interest in identity theft protection Members are most likely to use the You can gain a competitive advantage theft protection Executive Summary I 1, 72% said they are likely to sign up for an affinity account offering identity theft protection for free. 36% of those who have already opted into identity theft protection agreed that services like this increase loyalty to affinity organizations. Because only 27% of affinity programs offer identity theft protection according to respondents, you have an opportunity to distinguish your business by doing so. 1

2 LifeLock.com/affinity INSIGHT: Identity theft protection services are selected when offered to members. Available Benefits Utilized Points that can be spent on various items and services 85% Year-end dividends Discounts at selected retailers Gas rebate Hotel stays Invitation to special sales or events not open to public Complimentary hotel amenities, like a free breakfast Price protection / price guarantee Discounts on first or business class airfare Donations to charitable and educational organizations Extended warranty / purchase protection Identity theft protection services Complimentary access to airline airport lounges Car rental discounts Car rental loss and damage insurance Travel-related insurance or assistance 77% 72% 68% 65% 62% 62% 62% 56% 52% 52% 51% 50% 50% 46% 44% Cruise discounts 33% Q2: What extra services offered by the organizations you stated you are a member of or have an account with do you use or take advantage of? 2

3 LifeLock.com/affinity INSIGHT: Members find identity theft protection services relevant for their lifestyle. 39% of respondents indicated the service was relevant to their lifestyle followed by convenience. Reasons For Utilizing Benefits The services were relevant to my lifestyle 39% Convenience 37% 20% 20% I was planning on signing up for those services on my own anyway Not sure 15% 4% Q3: Why did you sign up for these extra services? INSIGHT: Individuals who made recent purchases online with their smartphone or tablet are more likely to sign up for identity theft protection Among those who have shopped online using a tablet or smartphone recently, 61% are somewhat or very likely to sign up for identity theft protection, regardless of whether it is offered by an organization they belong to. Likelihood of Signing up for Identity Theft Protection in the Future 35% Very likely 61% Somewhat likely 29% 12% 32% 23% 19% Neither likely nor unlikely Somewhat unlikely Very unlikely 32% 9% 18% 11% 15% Recent online purchase using smartphone or tablet All respondents Q9: How likely are you to sign up for Identity Theft Protection in the future, regardless of whether or not it is provided by an organization you belong to or banking account you have? 3

4 LifeLock.com/affinity There is ample evidence that offering identity theft protection to members will strongly benefit an affinity organization. 25% of respondents feel that extra services such as identity theft protection will very likely make them more loyal to affinity organizations. This jumps to 36% among those who have already opted into identity theft protection. 25% Very likely 36% 37% 39% Somewhat likely 23% Neither likely nor unlikely Somewhat unlikely All 19% 9% 6% Opted into ITP via Organization Q4: Do you agree or disagree with the notion that you are more loyal to organizations because they offer extra services? 4

5 LifeLock.com/affinity INSIGHT: There is an opportunity to differentiate your business by offering identity theft protection According to respondents, only 27% of affinity programs offer identity theft protection as a value-added benefit, suggesting that identity theft protection is an opportunity in the consumer s mind. Value-Added Benefits Offered Affinity Organizations Points that can be spent on various items and services Discounts at selected retailers 45% 47% Car rental discounts 41% Hotel stays Travel-related insurance or assistance Extended warranty / purchase protection Gas rebate Identity theft protection services Car rental loss and damage insurance Invitations to special sales or events not open to public Price protection / price guarantee Cruise discounts 32% 31% 29% 28% 27% 27% 27% 26% 24% Donations to charitable and educational organizations Complimentary hotel amenities, like a free breakfast Year-end dividends 18% 18% 20% Complimentary access to airline airport lounges Discounts on first or business-class airfare 14% 13% 10% Q1: Thinking about the organizations you are a member of or have an account with in the previous question, what extra services do these organizations offer in addition to their basic offerings? 5

6 LifeLock.com/affinity LifeLock. An essential accessory for your business. LifeLock is dedicated to protecting your members personal information using innovative technologies and sophisticated monitoring solutions. Members receive alerts when personal information is used to apply for utilities, credit cards and loans. And they can count on remediation of identity fraud with a service guarantee that covers up to $1 million in recovery costs. Research indicates that offering LifeLock identity theft protection can help you build stronger relationships with members without adding cost to your overall offerings. Easy to communicate and administer, LifeLock can help protect Learn more LifeLock partnerships@lifelock.com LifeLockBusinessSolutions.com/affinity No one can prevent all identity theft The benefits under the Service Guarantee are provided under a Master Insurance Policy underwritten by State National Insurance Company. Please see the actual policy for applicable terms, conditions and exclusions of coverage, which may be accessed through the summary of benefits. 1. Survey conducted by Babcock & Jenkins Research using tools by Decipher Inc. and a Research Now panel. Base: US adults 18+ who have a membership 2012 US Census estimates for general population LifeLock, Inc. All Rights Reserved. LifeLock, the LockMan Icon, LifeLock Ultimate and Relentlessly Protecting Your Identity are registered trademarks of LifeLock, Inc. All company logos and product names mentioned herein may be trademarks and/or registered trademarks of their respective companies. LLBSAF0614B 6