Portland, OR—July 31, 2013— According to the results of the 2013 Online Personal Experience study released today by Janrain, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests. While not surprising, it appears their frustration may be an ominous sign for online brands. As an example, the poll revealed that 67 percent of online adults would lose their patience and leave a website if shown an ad asking for donations from the political party they dislike the most. This survey was conducted online within the United States by Harris Interactive on behalf of Janrain from June 28 – July 2, 2013 among 2,091 U.S. adults ages 18 and older.
“These results align perfectly with additional market research indicating that consumers have reached the tipping point when it comes to being shown content that isn’t relevant to them,” said Larry Drebes, CEO of Janrain. “It’s a wake up call for brands to fix this problem or risk losing customers and prospects.”
Previous research commissioned by Janrain shows that almost every online consumer has received information while visiting a website that has nothing to do with their personal interests or demographics. * This new study further demonstrates that online consumers are overwhelmed and running out of patience:
When online consumers are asked what they would be willing to give up to receive appropriate content based on their personal interests on all of their favorite websites, the responses revealed a huge opportunity for online marketers to personalize website experiences for consumers.
Percentage of consumers who would be willing to give up:
The Janrain survey results show that consumers are still somewhat wary of providing personal information to online businesses without knowing more about how it will help to improve their website experience:
“Consumers have been pretty consistent and clear in their feedback,” commented Drebes. “The way to avoid alienating them is to give them what they want—personalized, relevant content using their data in a responsible and transparent way.”
The Janrain Customer Identity and Access Management platform helps brands build a unified view of their customers across all devices by collecting accurate customer profile data to power personalized marketing. The proprietary platform encompasses social login, registration, customer profile data storage, customer segments, customer insights, single sign-on, and engagement. Janrain powers customer identity management for brands like Pfizer, Samsung, Whole Foods, Fox News, Philips, Marvel, and Dr Pepper. Founded in 2002, Janrain is based in Portland, Oregon, with offices in London, Paris, and the Silicon Valley in California. For more information, please visit www.janrain.com and follow @janrain.
This survey was conducted online within the United States by Harris Interactive on behalf of Janrain from June 28th – July 2nd, 2013 among 2,091 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jeff Denenholz, firstname.lastname@example.org or 253-444-5477.
*2013 Blue Research, Consumer Perceptions of Social Login Study
Jeff Denenholz/Program Director