How Online Account Access Can Lose Customers
How Online Account Access Can Lose Customers
Concerns over online accounts are high given some recent data breaches, and businesses need to do a better job of explaining how account information is used.
Major Issue
94% of survey respondents said they are concerned about data privacy, with 61% of these respondents saying they are “very” concerned.
Social Acceptance
58% of survey respondents use “social log-in” options to gain access to an online account from a company, meaning they use their credentials from Facebook or Google to connect.
Convenient Matter
Of those who use social log-in to gain access to company accounts, 43% said they don’t want to spend time filling in registration forms to connect, and 42% said they don’t want to create—and need to remember—another user name/password.
Agreeable Terms, Part I
47% said they are willing to share information with a company if they’re assured the information will only be used by that company.
Agreeable Terms, Part II
45% said they are willing to share such information if the company makes it “very clear” as to how it will use the information.
Participation Barriers
Of those who aren’t using social logins, 56% said they don’t want companies knowing about their accounts and account activities, and 49% are concerned about security/privacy risks.
A Better Way?
Two-thirds of survey respondents overall said they’d be open to the idea of using fingerprint scanning or voice recognition as a means to access accounts online.
Subpar Performance
Only 21% of survey respondents overall said they feel companies do a good job of marketing to them online, in a way that’s personal and relevant to them.
Spam Nation
56% said they receive no less than four irrelevant messages from companies every day, and 27% said they receive at least ten of these messages daily.
How Consumers React to Irrelevant Messages from Companies
Unsubscribe from email list: 85%, Ignore future communications from the company: 63%, Mark message as spam: 59%, Stop visiting company’s website: 36%, Stop buying products from company: 27%