The vast majority (94%) of consumers acknowledge have taken steps to break off communication with brands that ‘mistarget’ them online, including automatically deleting emails, unsubscribing from lists and never visiting the site again, according to new research.
The study, from social technology firm Janrain, also indicates that 88% of consumers have encountered social login- the use of an existing ID from a social network such as Facebook, Google, Twitter, etc. for registration—with more than half (51%) using it to register and login to other sites.
Yet while the vast majority of online consumers (91%) are satisfied with social login, and most report a preference for personalised communication, brands have yet to seize the opportunity to improve online marketing as a result of the data they can collect in the social login process.
The study conducted by Blue Research, an independent research consultancy, which surveyed a nationally representative sample of nearly 600 social media consumers in October 2013, confirms that marketers are wasting money providing content to consumers-ads, offers, promotions, etc., that has nothing to do with their interests.
People are fed up and taking action. “In the four years that we have conducted this study, what is interesting to note is the evolution of consumers that are now no longer willing to accept mistargeted communications,” said Paul Abel, Ph.D., Managing Partner, Blue Research. “Today, of those who receive mistargeted communications, almost 7 out of 10 report automatically deleting the email without even looking at them. This should be of interest to marketers determining best practices related to personal customer communications.”
Another key finding is the fact that among non-users of social login, the number one barrier is lack of trust. Almost half (49%) reported that they don’t trust a company to use their information appropriately. Just over one third (33%) are concerned the company will post to their social network feeds. “This year’s study confirms that it’s paramount for marketers to establish trust and transparency about how personal information will be used,” said Larry Drebes, CEO, Janrain. “The good news is that once trust is no longer an issue, consumers are willing to be identified and recognised as customers across multiple devices to receive personalised content.”
Other Key Findings:
• 64% of consumers using social login are more likely to return to a website that remembers them without a username and password.
• 60% find suggested products/promotions based on their social login profile information useful.
• 49% of respondents who use social login would allow mobile phone apps to offer special in-store offers.
• Social login users are 78% more likely versus non-users to download a mobile app from a site that is personalised.