Do you want to know why 75% of consumers are frustrated with passwords? Or why 45% of consumers believe that companies are failing in how they market to them? Read this Janrain Identity trends report!

1. 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!

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

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

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

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

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