A�nity Research Brief

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.

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.

Executive SummaryI 1, 72% said they

distinguish your business by doing so.

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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

are likely to sign up for an affinity account offering identity theft protection for free. 36% of those who have already

27% of affinity programs offer identity theft protection according to respondents, you have an opportunity toopted into identity theft protection agreed that services like this increase loyalty to affinity organizations. Because only

This report distills key research findings about the services

INSIGHT: Identity theft protection services are selected when o�ered to members.

Points that can be spent on various items and services

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

Cruise discounts

85%

77%

72%

68%

65%

62%

62%

62%

56%

52%

52%

51%

50%

50%

46%

44%

33%

Available Benefits Utilized

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?

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A�nity Research Brief

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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.

INSIGHT: Individuals who made recent purchases online with their smartphone or tablet are more likely to sign up for identity theft protection

Reasons For Utilizing Benefits

Likelihood of Signing up for Identity Theft Protection in the Future

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?

Q3: Why did you sign up for these extra services?

The services were relevant to my lifestyle

Convenience

I was planning on signing up for those services on my own anyway

Not sure

39%

37%

20%

20%

15%

4%

Very likely

Somewhat likely

Neither likely nor unlikely

Somewhat unlikely

Very unlikely

29% 12%

32% 23%

19% 32%

9% 18%

11% 15%

35%

61%

Recent online purchase using smartphone or tablet All respondents

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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.

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Q4: Do you agree or disagree with the notion that you are more loyal to organizations because they offer extra services?

Very likely

Somewhat likely

Neither likely nor unlikely

Somewhat unlikely

25%

36%

37%

39%

23%

19%

9%

6%

All Opted into ITP via Organization

A�nity Research Brief

LifeLock.com/a�nity | 1.877.511.7906

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 moreloyal to affinity organizations. This jumps to 36% among those who have already opted into identity theft protection.

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?

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Points that can be spent on various items and services

Discounts at selected retailers

Car rental discounts

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

Donations to charitable and educational organizations

Complimentary hotel amenities, like a free breakfast

Year-end dividends

Complimentary access to airline airport lounges

Discounts on first or business-class airfare

47%

45%

41%

32%

31%

29%

28%

27%

27%

27%

26%

24%

20%

18%

18%

14%

13%

10%

A�nity Research Brief

LifeLock.com/a�nity | 1.877.511.7906

INSIGHT: There is an opportunity to di�erentiate your business by o�ering identity theft protection

Value-Added Benefits O�ered — A�nity Organizations

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.

Learn more

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

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.

‡ The benefits under the Service Guarantee are provided under a Master Insurance Policy underwritten by State National Insurance Company. Please see theactual policy for applicable terms, conditions and exclusions of coverage, which may be accessed through the summary of benefits.

No one can prevent all identity theft

© 2015 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

1.800.LifeLock partnerships@lifelock.com LifeLockBusinessSolutions.com/affinity

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A�nity Research Brief

LifeLock.com/a�nity | 1.877.511.7906