SPONSORED EDITORIAL
EXPERIAN
FRAUD FOCUS
Counting the cost of
fraud and impatience
We’re an impatient lot, it seems, and
‘friction’ comes at a cost, regardless
of the pace and innovation in mobile
technology or the evolution in gaming
sites’ complexity. But as Sandra Green,
director of gaming and retail at Experian
says, the sector’s ongoing success is
about ensuring fast and secure access to
personal data, thus engaging, retaining
and safeguarding customers
N
ew research by Experian comparing customers’ behaviour
across all sectors highlights just how impatient online gamers
are, with the lowest tolerance for identity checks at up to a
maximum of four minutes. That’s an allowance of around 240 seconds’
worth of validation before gamers abandon transactions completely
and go elsewhere.
Clearly investment in winning, retaining and safeguarding new
customers and the right customers counts – because once they’ve
gone elsewhere, the likelihood is they’ve gone for good. Despite
egaming’s relative convenience, its customers continue to be by far
the most impatient and intolerant. Consumers will allow up to five
minutes for retail transactions, up to seven minutes for public sector
transactions, nine minutes for travel-related matters, or 10 minutes
when dealing with mortgage arrangements.
The study also reveals the degree to which identity and security
procedures continue to be a source of acute annoyance among online
Sandra Green is a director at Experian, where
she heads the company’s gaming and retail
teams. Based at the company’s London offices,
she is hugely experienced in overseeing the
delivery of fully compliant solutions for player
acquisit