The Benefits of Social Login

Allison Howen — Wed, 13 Feb 2013 18:30:00 GMT

Is your website’s long membership registration form negatively affecting your marketing efforts? According to a new study, it could be.

The Consumer Perceptions of Social Login Study, which was conducted by Blue Research and commissioned by Janrain, reveals that 98 percent of consumers claim that they have been mistargeted by marketers. However, this is typically not the fault of the marketer, because 83 percent of the survey respondents also admit to giving false or incomplete information when registering at a website.

One way that marketers can avoid obtaining false information from consumers is by offering social login on websites. This is because social login allows site owners to collect more accurate date that is derived from social profiles. Not only can this feature improve a brand’s marketing efforts, but also traffic and engagement metrics. In fact, the study found that 92 percent of consumers have left a website instead of resetting or recovering their login information, and 64 percent of consumers who frequently leave sites when login information is forgotten think that social login would be a helpful feature.

That being said, another reason why consumers prefer social login is because it helps personalize their online experiences. According to 67 percent of the respondents, social login’s ability to deliver a more personalized experience, which includes delivering relevant ads, is highly attractive. Moreover, 65 percent of consumers agree that they would be more likely to return to a website that remembers them without a username or password.

However, for companies, one of the biggest benefits of offering social login is its potential to help acquire new customers and increase conversions. This is because social login not only makes it easy for consumers to register on a website, but it also makes it easy for site visitors to share content with their social network – which provides brands with free word-of-mouth advertising. For example, 78 percent of the survey respondents say that they have navigated to a website as a result of a mention from someone within their social network, while 72 percent have considered purchasing a new product or service after viewing a positive comment or message from someone within their social network.

Now for the biggest surprise of the study – most consumers would prefer to use their Pinterest credentials when signing up for social login. While this social network has seen a lot of success over the last year, it is a bit of a shocker that more people would choose to use their Pinterest account for signing into a website than the world’s number one social network – Facebook.

Consumers Want Social Login Capabilities

Allison Howen — Wed, 11 Jan 2012 04:45:00 GMT

By now, most business owners realize the important role that social media plays within their business plan. But new research suggests that business owners should enable social to play an even bigger role, by becoming the login option for customers on a website.

Ninety percent of consumers will leave a website if they forget their user name and password according to Janrain’s Social Identity study, which was conducted by Blue Research. Additionally, 86 percent of people are bothered by the need to create new accounts when registering on a website, with 54 percent deciding to either leave the site or not return.

The problem with the traditional registration process is that it requires visitors to create new usernames and passwords, and consumers are getting frustrated with remembering many different identities.

The study reveals that 77 percent of respondents claim social login is a good solution that should be offered. Furthermore, social login can help a business through word of mouth marketing. Other findings reveal that 78 percent of social login fans have posted a message to their social networks about a product or service that they liked and thought others should know about or purchase, and 83 percent of consumers say that they are influenced to consider buying new products or services based on positive comments or messages from people in their social network.

“The findings of the survey show that social login continues to dramatically increase in favor among consumers as they realize the benefits of using an existing identity in order to bypass the traditional online registration process,” says Paul Abel, Ph.D., Managing Partner, Blue Research. ”Failing to offer social login is a missed opportunity for businesses to improve ROI of online properties, as fans of the service are more likely to register on the site, influence their friends through social networks and more likely to return to a site that offers them a personalized experience.”

'Net Features : blue research

The Benefits of Social Login

Consumers Want Social Login Capabilities