Identity Theft Protection Adds Value to Your Service Offering

Transcription

1 Identity Theft Protection Adds Value to Your Service Offering 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 services you offer for free You can gain a competitive advantage by offering identity theft protection Executive Summary In a survey of 500 adult affinity group members who participate in mobile ecommerce (July 2012) 1, 72 percent said they are likely to sign up for an affinity account offering identity theft protection for free. 36 percent of those who have already opted into identity theft protection agreed that services like this increase loyalty to affinity organizations. Because only 27 percent of affinity programs offer identity theft protection according to respondents, you have an opportunity to distinguish your business by doing so. 1

2 INSIGHT: Members currently choose identity theft protection half the time. 51 percent of members of organizations that offer identity theft protection currently take advantage of this benefit. 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? N=variable (those whose orgs offer the benefit); Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet, and whose organization offers the particular benefit. 2

3 INSIGHT: Members are most likely to choose and use free services. The top reason given for taking advantage of services like identity theft protection (67 percent). The services were offered for free. Relevance and convenience were the closest runners up. Reasons For Utilizing Benefits The services were offered for free 67% The services were relevant to my lifestyle Convenience 39% 37% The services were offered at a discounted rate I never thought about the services until they were offered by the organization 20% 20% I was planning on signing up for those services on my own anyway 15% Not sure 4% Q3: Why did you sign up for these extra services? N=387; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet and has utilized at least one organization benefit. INSIGHT: Technology users are most likely to sign up for identity theft protection. Among those who have shopped online using a tablet or smartphone recently, 61 percent 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 12% 29% 61% Somewhat likely 23% 32% Neither likely nor unlikely 19% 32% Somewhat unlikely Very unlikely 9% 11% 15% 18% 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? N=500, 156; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet, and have utilized at least one organization benefit. 3

4 INSIGHT: Offering identity theft protection increases member loyalty. There is ample evidence that offering identity theft protection to members will strongly benefit an affinity organization. In total, 72 percent of respondents say they are somewhat or a lot more likely to sign up for an affinity account offering identity theft protection for free. 43 percent are a lot more likely to sign up. This increases significantly to 52 percent among those who had recently (last two weeks) made an online purchase using a tablet or smartphone. Likelihood of Joining an Organization Where Identity Theft Protection is Offered as a Free Additional Service A lot more likely 43% 52% Somewhat more likely 29% 30% A little more likely 12% 19% Not any more likely 6% 9% All Recent online purchase using smartphone or tablet Q10: How much more likely would you be to sign up for an account with an organization if Identity Theft Protection were offered as a free additional service? N=500, 156; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet and have utilized at least one organization benefit. Twenty-five percent of respondents strongly agree that extra services such as identity theft protection make them more loyal to affinity organizations. This jumps to 36 percent among those who have already opted into identity theft protection. Loyalty to an Organization Because it Offers Extra Services Very likely Somewhat likely Neither likely nor unlikely 23% 19% 25% 36% 37% 39% Somwhat unlikely 6% 9% All 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? N=459; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet. N=149; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet, and who have signed up for identity theft protection services offered by an affinity organization. 4

5 INSIGHT: There is a significant opportunity to differentiate your business by offering identity theft protection. According to respondents, only 27 percent of affinity programs offer identity theft protection as a benefit, suggesting that identity theft protection is an opportunity in the consumer s mind. 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 The organizations I belong to do not offer any of these 10% 14% 13% 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? N=459; Base = US adults 18+ who have a membership with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet. 5

6 LifeLock. An essential accessory for your business. LifeLock is dedicated to relentlessly protecting your members personal information 24 hours a day, seven days a week, 365 days a year using innovative technologies and sophisticated monitoring solutions. Members receive proactive fraud 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. 2 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 members finances and credit, giving them good reason to choose and remain loyal to your business. Learn more LifeLock partnerships@lifelock.com LifeLockBusinessSolutions.com LifeLock is a registered trademark. Copyright All Rights Reserved. 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 with an affinity organization and have shopped online in the last two weeks using a computer, smartphone or tablet. Balanced on age and gender to match 2012 US Census estimates for general population. 2. The benefits under the Service Guarantee are provided under a Master Insurance Policy underwritten by State National Insurance Company. Under the Service Guarantee LifeLock will spend up to $1 million to hire experts to help your recovery. As this is only a summary please see the actual policy for applicable terms and restrictions at LifeLock.com. 6