Social Login Preferred to Site Registration

According to the Janrain Social Identity study, conducted by Blue Research, consumer frustration at being asked to register on a website continues to grow, and almost eight in ten people want social login to be offered as an alternative.

The research shows that marketers have a clear opportunity to increase conversion rates and online engagement by replacing traditional registration with social login. 86% of consumers are bothered by registering at a website and most will give false information or leave forms incomplete when creating a new account.

Four in five people are bothered by the need to create new accounts when registering on a website and will change their behavior as a result:

• 88% admit to having given incorrect information or left forms incomplete when creating a new account at a website
• 9 in 10 people (versus 45% in 2010) admit they have left a website if they forgot their password or log-in info, instead of trying to recover their password
• 82% seek out or avoid companies based on reviews from friends in their social graph

Consumers increasingly believe social login, the ability to sign-in to a website using an existing online identity from providers like Facebook, Google and Twitter, is a desirable alternative, says the report. 77% of respondents think websites should offer social login, instead of requiring the creation of a new account through a traditional registration process. In addition, fans of the service are more likely to both influence and be influenced by comments about a product or service from friends in their social graph. Increased brand affinity in fans of social login:

• 78% of social login fans have posted a comment or message to their social networks about a product or service they liked or thought others should know about or purchase
• 4 in 5 people (83%) say they are influenced to consider buying new products or services based on positive comments or messages from people in their social network
• 69% say positive reviews may increase their likelihood to purchase a product or service
• 82% seek out or avoid companies based on reviews from friends in their social graph

Paul Abel, Ph.D., Managing Partner, Blue Research, says “… failing to offer social login is a missed opportunity for businesses to improve ROI of online properties… fans of the service are more likely to register on the site, influence their friends … and more likely to return to a site that offers them a personalized experience…”

Consumers are increasingly bothered by the need to create new accounts. 4 in 5 say website registration bothers them; more are being driven away, fewer are willing to complete registrations

Consumers receive conflicting messages from companies across channels or realize that a company does not know who they are.

Assuming a secure website from a well-established company that offers content or sells products/services that interest you, most likely next step. 2 in 5 prefer social login over creating a new or guest account. In 10 months, preference for ‘social login’ increased by 13%

The report suggests four significant findings that are key takeaways:

• Requiring consumers to create traditional accounts may lead to undesired outcomes
• A vast majority of consumers prefer social login
• Social login fans are more valuable customers
• Social login’s personalization capabilities are attractive

For more information from Janrain, and to sign in for the complete report, please go here…

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