2014 Janrain US Consumer Research Social Login and Personalization

2014 Janrain US Consumer Research Social Login and Personalization 2014 Janrain Inc. Based on primary research performed and reported by Blue Research

Marketers are wasting a lot of dollars. 96% of consumers say they receive mistargeted information or promotions 1

Messages are mistargeted and inconsistent. Types of Mistargeting 71% have received 51% have received 41% have seen An offer that clearly shows they do not know who I am Mixed info across different methods of communication Mistakes made about basic information about me 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=594 Q2A. 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=594 2

Consumers are fed up. 94% of consumers have taken one or more of these actions 68% Automatically delete emails 45% 54% Unsubscribe from emails Categorize emails as junk or spam 29% Are less likely to buy products 13% 10% Visit website less frequently Never visit website again 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=522 3

They are either ignoring you NEARLY HALF 48% Automatically delete or categorize as junk emails after only mistargeted twice 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=408 4

or abandoning you. 38% UNSUBSCRIBE To emails after only being mistargeted twice Q2C. In general, how many of those mistargeted emails does it take in order for you to unsubscribe from the distribution list? n=277 5

Social login and registration can help. Build and collect rich customer profile data to help you know and serve your customers 6

Social login and registration can help. by delivering data that can be used to personalize communication. 7

Social login is now mainstream. 88% of consumers have encountered social login before. 9088% 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=594 8

And more than half use it. 51% 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=560 9

91% ARE SATISFIED WITH THE SOCIAL LOGIN EXPERIENCE The vast majority of those who use it like it. 10

The majority use social login because it reduces the barriers to registration. Why do you use social login? 65% It s faster than registering the traditional way at a site 50% It means one less password to remember Q7E. Which of the following are the reason(s) why you use social login? n=286 11

But there may be an opportunity to more effectively use profile data for personalization. Currently only 12% of consumers say they choose social login because it ensures websites are more personalized 12

Non-use is rooted in lack of trust. Primary reason(s) for NOT using social login 49% Don t trust company to use information appropriately 33% Don t want company to post to my feed 16% Concerned company will spam me or my contacts Q7D. Which of the following is the primary reason why you do not use social login? n=274 13

Simply by being transparent, companies could encourage more use. Actions to encourage non-users to share profile information 31% Company will not contact others in social network 17% Information is ONLY used to personalize experience 14% Company sends a free trial or gift card 13% Company provides a promotion 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=257 14

Social login may lead to increased interactions. 64 49 42 Would read 64% Are more 49% 42% likely to more articles return to a website that remembers them without a username and password using their mobile devices if social login made it easier to log in Would make more purchases online using their mobile devices if social login made it easier for them to login 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=594 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 (showing respondents who rated 5-10 on a 1-10 scale) n=594 15

Social login users are more engaged and are stronger brand advocates. Percent that use their social network to Non-Social Login User Social Login User 68% 84% Share a Positive Comment 56% 61% 79% 74% Seek out or avoid a company based on reviews Share a negative comment 32% 22% 40% 54% Ask for feedback/suggestions before making a purchase Recommend a company s website to others Q12. How often do you do the following? (excludes percent selecting never ) SLI Users n=320; SLI Non-users n=274 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=320; SLI Non-users n=274 16

Social login helps deliver the profile data that enables desirable personalized experiences. 17

Consumers see value in personalization enabled by social login. 60 49 45 44 44 Would 60% find 49% 45% Would like 44% Like 44% suggested allow the ability suggestions products/promotions based on profile info useful mobile phone apps to offer special instore offers to comment / share opinions about a company based on profile info Expect using Social Login will improve their experience at a website Q8. For each, please rate how useful you believe these capabilities are. (showing respondents who rated 5-10 on a 1-10 scale) n=594 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=594 18

While most consumers desire personalization, social login users give it special value. Percent social login users more likely than non-users to if a site is personalized Non-Social Login User Social Login User 60% more Read articles or watch videos on the website 64% more 78% more Spend more time on the website Download a mobile app from that company 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=320; SLI Non-users n=274 19

KEY TAKEAWAYS Online research completed by nationally representative sample of 594 social media active consumers to assess behaviors, interests and perceptions. Results demonstrate: Mistargeting is a common occurrence which causes consumers to disengage from brands. Consumers want personalized experiences social profile data via social login enables these desired experiences. Social login is prevalent and users report high satisfaction with the experience. Consumers who use social login are more likely to influence others, be influenced by others and make purchases online. It is paramount to establish trust and transparency about how personal information will be used. 20

Survey Information 21

Prepared for Janrain by Kelsey Goings and Paul Abel, PhD. for questions, contact paul.abel@blue-research.com 22

Respondent Profiles Gender Most are female Age Most are 35 64 yrs 46% 26% 18 34 55% 35 64 19% 65+ 54% <$50K $50K $100K $100K $250K $250K+ Household Income Most earn <$100k/ yr 28% 43% 26% 2% 0% 8% 4% Less than HS HS Grad Tech School 22% Some College 38% College Grad 28% Advanced Degree Education Most are college grads 23