Updated March 24, 2018

Over the past four years, in the face of growing internet security concerns, Bridge Ratings has pursued an interest in the state of the value of on-line registration by consumers on the internet.

The problem has only been recently exacerbated by security leaks at Facebook and numbers of credit, credit card companies, entertainment industry firms and political entities

In a study updated this month for a group of clients seeking a better understanding of applied registration data in marketing and advertising as well as our own concerns for veracity in our on-line studies, Bridge Ratings has learned that for the internet generally, user confidence in keeping private information private is now 19% down from 32% two years ago.

Furthermore, nearly three-quarters (71%) 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 online music streaming sites, 48% of users in the study (up from 38% in 2015) admit distortion of some or all of the personal information they submit to register. Areas of distortion include name, age, gender, address, zip code, household income and other information commonly associated with lifestyle.

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.

Most of our panelists agree that on sites that require credit card information to register, distortion frequently leads to approval percentages to drop.

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.

Click on image to enlarge.


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", and updated in 2017, privacy security  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.

2018 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 5000 persons 13+ 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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