Welcome!

News Feed Item

Livefyre Survey Uncovers Consumer Motivation Behind Anonymous Online Identities

Livefyre, provider of the leading real-time content and audience engagement platform, today announced the results of a new survey exploring the motivations and perceptions of consumers who use anonymous identities when engaging online. Based on input from more than 1,300 American consumers, the survey sheds light on one of social marketing’s most heated debates: Are anonymous identities destroying or fostering the world’s online communities?

Conducted in June 2014, the survey asked consumers — both men and women, aged 18 - 65 and located in different regions throughout the country — to share their thoughts on why, where and how often they use anonymous identities when engaging in discussions online. According to the survey’s primary finding, mean-spirited bullying is not the main reason why consumers resort to using anonymous identities. While slightly less than half of the respondents report they have commented using an anonymous identity, most of them only do so in certain circumstances - specifically when they feel they can be more open and honest without revealing their real identities.

Additional findings indicate:

  • Most people who engage online with anonymous identities don’t do so 100 percent of the time: although nearly 40 percent of respondents who comment online have done so anonymously or with pseudonyms, more than 88 percent still use their real identities at least some of the time, and half use them regularly.
  • Bullying is not the primary reason consumers use anonymous identities: only 5 percent of survey respondents comment anonymously in order to make mean-spirited remarks. While 48 percent do so because they feel they can be more open and honest than if they identified themselves, another 34 percent cited other reasons, such as protecting their identities for personal security reasons, not wanting to reveal personal beliefs with employers, and preventing bias based on irrelevant data such as race or appearance.
  • If forced to use their real identities, the majority of people won’t engage - a result that hinders the potential for a brand to connect with its audience: 78 percent of respondents who do comment anonymously, have chosen not to comment on an article or post because it required them to use their real names.
  • People are more likely to authenticate their identities if they are loyal to a particular site: almost 83 percent of those who do comment anonymously are more likely to authenticate using their real identities on sites they visit frequently or plan to visit frequently.
  • Sites featuring topics that trigger more polarized discussions are more likely to drive anonymous engagement: of those who comment anonymously, 93 percent do so on news and/or political sites.
  • The use of anonymous identities does not harm the credibility of a site or community. Nearly 80 percent of respondents who comment anonymously attribute the same value to anonymous comments as those made from verified identities.

With just 5 percent of people who use anonymous online identities engaging in bad behavior, brands and publishers should consider implementing social marketing strategies that accommodate consumers who are more comfortable sharing their thoughts without their real identities — but moderation is critical. For more information on how to manage anonymous engagement visit Livefyre’s blog: http://blog.livefyre.com/managing-anonymous-users/. For more information on Livefyre’s anonymous online identities survey, view our infographic at http://blog.livefyre.com/anon.

About Livefyre

Livefyre helps companies engage consumers through a combination of real-time conversation, content, social curation and advertising. With Livefyre's social CMS, brands can integrate real-time content into their websites, mobile apps, advertisements and television broadcasts to increase viewer engagement, boost website traffic and drive revenue. Livefyre is powering real-time experiences for over 1,000 leading brands including AOL, Bravo, CBS, Conde Nast, Cox Media Group, Dow Jones/WSJ, FOX Sports, Mashable, NASCAR, Showtime, Sony PlayStation, Sports Illustrated, Unilever and Universal Music Group. Livefyre acquired social storytelling platform Storify in September 2013 and social application provider Realtidbits in November 2013.

Founded in 2009 with offices in San Francisco, New York, London and Sydney, Livefyre was named one of the best places to work in the Bay Area by the San Francisco Business Times two years in a row and 2013 Corporate IT Software Company of the year by the World Technology Network. For more information, visit www.livefyre.com or follow us Twitter and Instagram at @livefyre or @storify.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, will discuss how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technol...
Struggling to keep up with increasing application demand? Learn how Platform as a Service (PaaS) can streamline application development processes and make resource management easy.
If there is anything we have learned by now, is that every business paves their own unique path for releasing software- every pipeline, implementation and practices are a bit different, and DevOps comes in all shapes and sizes. Software delivery practices are often comprised of set of several complementing (or even competing) methodologies – such as leveraging Agile, DevOps and even a mix of ITIL, to create the combination that’s most suitable for your organization and that maximize your busines...
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
See storage differently! Storage performance problems have only gotten worse and harder to solve as applications have become largely virtualized and moved to a cloud-based infrastructure. Storage performance in a virtualized environment is not just about IOPS, it is about how well that potential performance is guaranteed to individual VMs for these apps as the number of VMs keep going up real time. In his session at 18th Cloud Expo, Dhiraj Sehgal, in product and marketing at Tintri, will discu...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
SYS-CON Events announced today that Enzu, a leading provider of cloud hosting solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to foc...
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...