Updated March 24, 2015
Over the past two years, in the face of growing security concerns, Bridge Ratings has pursued an interest in the state of the value of on-line registration by consumers on the internet.
In a new study completed this month for a group of clients seeking a better understanding of applied registration data in marketing and advertising, Bridge Ratings has learned that for the internet generally, user confidence in keeping private information private is at a low 32%.
Furthermore, 40% of consumers in our panels who use the internet at least once a day for browsing, shopping, viewing or listening to content or other sites that require registration have little confidence that any personal information they submit will not be shared with other partner entities.
For the internet in general, 39% of users in the study admit distortion of some or all of the personal information they submit to websites. Areas of distortion include name, age, sex, address, zip code, household income.
It may not surprise you that personal information distortion is rampant all over the 'net. This new report includes distortion data for various types of internet web sites. One that we can share with you here is registration distortion for on-line music streaming sites.
While we've determined that overall average distortion rate on internet sites is 39% of all registrants we interviewed, distortion percentages of at least some personal data range from 40% for those using free music streaming services to 21% for services requiring a credit card as part of the user profile. The average is 30% for on-line music services.
The range of distortion is consistent when looking at individual streaming services.
The chart below compares overall internet registration distortion with pure play streaming services reflected by our sample.
Registration Distortion Solutions?
The problem of internet registration distortion is directly related to consumers' discomfort with personal information distribution and overall internet security of this information.
As highlighted in Bridge Ratings' "2014 Year In Review", security issue concerns are only increasing among the population and will continue to instill lack of confidence in any metrics directly connected to registration information.
The implications of personal information distortion are significant considering so much marketing and advertising is based on much of the information provided voluntarily by consumers.
2015 will find companies which conduct business on the internet paying more attention to on-line registration and improving the vetting of user information.
The study quoted in this article had a sample of 5200 persons 12+ across a national geography randomly selected by telephone or in-person interview who use the internet at least once a day for at least thirty minutes for browsing, shopping or viewing/listening to content.
Bridge Ratings is a California-based company which has been observing and measuring media consumption behavior since 2002. Its clients include broadcast radio, internet radio, investment firms and legal entities with an interest in the media sector.
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