Jumio Offers Insight Into Customer Onboarding

By Brian Cullingworth, Last updated Feb 9, 2018

Survey results show 25 percent of new customers abandon the registration process

In a new Jumio report, research has shown a disconnect between operators and new online gambling customers during the account opening process, particularly on mobile platforms, with an abandonment rate of 25 percent.

Key findings revealed that either the process was too long or too complicated with over 40 percent of respondents saying opening and account takes a least 10 minutes and 10 percent over an hour.

The Balancing Act of Account Opening report highlights the need for operators to offer a smooth, swift user experience and strong security measures, many of whom are failing to deliver.

Robert Prigge, Chief Revenue Officer of Jumio, remarked: “67% of respondents in the Jumio study stated that a gaming operator’s ability to positively identify its customers is as important as providing security from hackers and having a solid privacy policy. But customers don’t want to be put through time-consuming processes to achieve this level of identity assurance.”

“When you combine these customer expectations with increasing security and compliance mandates, it is clear that gaming operators must look for ways to streamline the identity verification process to get good customers playing sooner.”

The Balancing Act of Account Opening report can be accessed here: http://go.jumio.com/online-gaming-report

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.

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