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  • 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 Summary I 1, 72% said they

    distinguish your business by doing so.

    LifeLock.com/a�nity | 1.877.511.7906

    1

    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 to opted 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?

    2

    A�nity Research Brief

    LifeLock.com/a�nity | 1.877.511.7906

  • 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

    3

    A�nity Research Brief

    LifeLock.com/a�nity | 1.877.511.7906

    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.

  • 4

    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 more loyal 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?

    5

    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 the actual 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 Protecti