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Report: US Consumers Crave Convenience of Personalization, Hate Passwords

As we settle into the new year, our Sourcing Summit Companion Report looks ahead at ways to optimize processes and performance.

Personalization: It’s what consumers want. Or so say plenty of recent studies urging stores to tailor their promotions specifically to each shopper. In reality, most consumers are just lazy, according to Gigya’s latest State of Consumer Privacy & Personalization report.

The customer identity management provider commissioned OnePoll to survey 2,000 U.S. consumers in April and found that 88 percent claim to have logged into a website or mobile app using an existing digital identity from a social network such as Facebook or Twitter—a 35 percent surge since the 2012 survey and an 11 percent increase since last year.

Frustration with filling out forms and not wanting to remember more usernames and passwords were cited as the top two reasons why.

And it’s not just millennials: The research revealed that 75 percent of American shoppers ages 55 and over have used an existing social login to authenticate on a website or mobile app. Forty-one percent of these convenience-craving consumers would even be comfortable logging in to a site or mobile app using a thumbprint or a face or eye scan.

When it comes to shelling out for goods and services online, meanwhile, 59 percent of those surveyed said they are very or somewhat likely to log in and pay using their existing identities from payment providers such as PayPal and Amazon.

But back to those personalized promotions: For all the hype, they’re few and far between.

Around 20 percent of respondents said they receive between four and five irrelevant marketing messages every day and 17 percent complained they receive more than 10 on a daily basis. Not only are they not making the effort to read these e-mails, 27 percent have stopped visiting the offending company’s website or mobile app, while around 15 percent have stopped buying products from them altogether.

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