It's great when users are willing to divulge important demographic information when buying products, or to gain access to entertainment (such as online radio channels). Info like gender, age/year-of-birth, and geographical location not only gives merchants and publishers a better idea of who their customers are, but helps build a valuable database that can be monetized by delivering targeted marketing to specific demo groups, right?
But if your database includes 99-year old Jim Shew, who resides in zip code 90210, the following won't come as a surprise: New research shows that "88% of online buyers had at some point intentionally left registration information blank or used incorrect information when signing up for a new account at a website," reports eMarketer, "up 12 percentage points from 2010."
One caveat: this research does come from a "social login platform company," and naturally, the remedy is to allow users to log in using their Facebook or Twitter accounts. (It's likely that users are more honest about their personal information on their social media profiles.) The research also showed that 77% of U.S. online customers say they desire social sign-on for online retailers.
Read more from eMarketer here.
Comments