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
"ReadyTalk is an audio and web video conferencing provider. We've really come to embrace WebRTC as the platform for our future of technology," explained Dan Cunningham, CTO of ReadyTalk, in this SYS-CON.tv interview at WebRTC Summit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Phil Hombledal, Solution Architect at CollabNet, discussed how customers are able to achieve a level of transparency that e...
Rapid innovation, changing business landscapes, and new IT demands force businesses to make changes quickly. In the eyes of many, containers are at the brink of becoming a pervasive technology in enterprise IT to accelerate application delivery. In this presentation, attendees learned about the: The transformation of IT to a DevOps, microservices, and container-based architecture What are containers and how DevOps practices can operate in a container-based environment A demonstration of how ...
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2017' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great t...
"At ROHA we develop an app called Catcha. It was developed after we spent a year meeting with, talking to, interacting with senior citizens watching them use their smartphones and talking to them about how they use their smartphones so we could get to know their smartphone behavior," explained Dave Woods, Chief Innovation Officer at ROHA, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
If you haven’t heard yet, CollabNet just put out some very big news for managing and gaining value from DevOps. We introduced CollabNet DevOps Lifecycle Manager (DLM) — a platform designed exclusively for providing a single pane of glass, dashboard, and traceability views across your DevOps toolchain and processes from planning to operations and that can be traced back to planning and development.
"Venafi has a platform that allows you to manage, centralize and automate the complete life cycle of keys and certificates within the organization," explained Gina Osmond, Sr. Field Marketing Manager at Venafi, in this SYS-CON.tv interview at DevOps at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
@DevOpsSummit taking place June 6-8, 2017 at Javits Center, New York City, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @DevOpsSummit at Cloud Expo New York Call for Papers is now open.
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
Regulatory requirements exist to promote the controlled sharing of information, while protecting the privacy and/or security of the information. Regulations for each type of information have their own set of rules, policies, and guidelines. Cloud Service Providers (CSP) are faced with increasing demand for services at decreasing prices. Demonstrating and maintaining compliance with regulations is a nontrivial task and doing so against numerous sets of regulatory requirements can be daunting task...
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, discussed how VPaaS enables you to move fast, creating scalable video experiences that reach your aud...