“I agree”: The effects of embedding terms of service key points in online user registration form

Abstract

Terms of service (ToS) are becoming an ubiquitous part of online account creation. There is a general understanding that users rarely read them and do not particularly care about binding themselves into legally enforceable contracts with online service providers. Some services are trying to change this trend with presenting ToS section as key points on a ToS dedicated page. However, little is known how would such presentation of key points affect the continuation of user registration at the time of account creation. This paper provides an exploratory study in this area. We have offered users to participate in a draft for a prize in exchange for their names and email addresses. For this purpose we have created three registration forms: a standard form with ToS hiding behind a hyperlink and two with ToS key points presented at the time of account creation with different engagement requirements. Initial results suggest that ToS key points presented just as a list at the time of account creation is no more engaging than a form with ToS hidden behind a link. More text even made several users to complete the registration quicker than the users with the standard form. Moreover, different designs of the ToS key points list requiring different user engagement affect the interaction and reading of ToS key points, but the actual time spent on ToS is very low.