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Forget Password Woes With Social Login

Posted on 5.31.2012

A new study offers more proof to the argument that website owners should be offering their visitors the option of social login.

Authentication and sharing software provider Lanoba released a study that reveals the average consumer has five passwords for their everyday living. However, these passwords don’t do any good if they aren’t remembered, which is often the case.

The study reveals that more than 62 percent of consumers will abandon a site if they forget their password, which is bad news, especially since 75 percent of respondents claim to forget their usernames and passwords on a daily basis.

Other findings show that password overload affects 43 percent of women and 56 percent of men – which leads to 19 percent of consumers keep their passwords in a folder on their PC or on their mobile phones, while 16 percent keep their passwords in their wallet, purse or on a post-it note. However, website owners can offer the option of social login in order to remedy this problem. According to the study, social login helped 42 percent of respondents avoid feeling frustrated, while 60 percent believe that this feature makes it faster and easier to access accounts and to share information.

“The average person finds it quite annoying to have to remember the many usernames and passwords websites demand. So many people are using weak passwords (birthdays, phone numbers, etc…) which makes the whole point of a password obsolete,” says Karim Boulos, president and CEO of Lanoba. “Since 1 billion consumers are on Facebook, LinkedIn, Twitter or Google+, on an active basis (8-12 times a day), social login helps to reduce the number of passwords that you need to remember.”

And social login is not only beneficial to consumers who forget their passwords, because other studies have shown that this feature can also boost a website's engagement and conversion rates.

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