Janrain Identity trends report 2016

Customer Identity and Access Management www.janrain.com | US +1 888 563 3082 | Europe +44 208 973 2561

Identity Trends Across the Web: 2016 We recently surveyed nearly 600 U.S. consumers around their thoughts on their identity and personal behavior when interacting with digital properties. We combined that with aggregate data from Janrain clients that we’ve collected around social login behaviors over the last couple quarters. Here’s what we learned!



Social login is preferred to passwords

• Social logins are becoming the preferred way to access online websites and accounts. 95% of consumers are aware of social login and the majority of web users (58%) realize the value and convenience of using social login.

• Most people use social logins either because they don’t want to spend time registering for a new site (43%) or don’t want another password to manage (43%).

• 75% are frustrated with passwords and 50% will not register because of passwords – brands are losing out on half their audience right there! That frustration is leading 58% to be discouraged from signing up a new account online.


• More than half the consumers from all levels of income are likely to use social login, with higher income brackets showing the most frustration with passwords.

• Older generations are more likely to be frustrated with passwords. o 83% of consumers over 60 are frustrated o 81% of consumers over 45 are frustrated o 71% of consumers between 18 and 45 are frustrated

Privacy and trust remain brand imperatives

• 90% of consumers are concerned about data privacy and that jumps to 95% when looking at consumers that make over $100,000 (brands most valued customers).

• Customers value transparency when it comes to how their information is being used. While nearly a quarter of consumers will share information if offered a gift or promotion, twice as many (47%) will share that same information if the company assures them they will not share the information further and if they know how that information is being used. Meaning trust trumps freebies.

Customers crave personalized experiences

• Nearly one in four consumers use social login in order to get a more personalized experience. However, 45% of consumers say they are not getting that type of experience, meaning companies are failing in how they market to them.

• A sizeable number of people (24%) like using the same identity across accounts for a more personalized experience.

• Not only are consumers not getting a personalized experience, 27% of customers report receiving 10 or more irrelevant communications from brands daily. And 85% of customers will unsubscribe from an email list after those irrelevant communications, with 63% will ignore any future communications from that company.

• To get that personalized experience, customers are most comfortable sharing information about movies, games, books or sports teams they like (66%), but


only 3% are comfortable sharing their phone number and 7% are ok sharing their photos.

New technology is welcome

• Consumers are comfortable with biometric authentication with 66% willing to use fingerprint scanning or voice recognition for accessing accounts online.

• Enthusiasm for connecting web identities with web-connected devices isn’t quite there yet, but this may be an awareness issue. 38% would need to know more to make a decision. 23% of customers are either open or very willing to extending their digital identity with web-connected devices such as Nest and Alexa.

Four identity providers reign supreme

• Facebook continues to dominate in social login rankings with 45% of all social logins using its platform. This consistent with 45% in Q1 2016. Google comes in second with 26% (up from 25%), Yahoo at 10% (up from 7.5%) and Twitter with 9%(up from 6.5%).

• While percentages didn’t change drastically, overall traffic increases by almost 10% from Q1 to Q2 in 2016

Social logins are not only growing in popularity thanks to traditional registration and password fatigue, they’re an absolute must for online businesses as most high valued consumers are no longer willing to sign up to a new site without them. In addition, with all the recent data breaches, consumers are looking to new technology for safer and more seamless experiences that are personalized for them.


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Janrain Identity trends report 2016