Social profile data can help to better target the 98% of consumers’ surveyed that report having received information not relevant to them
January 24, 2013- Janrain, the leading provider of user management solutions for the social web, today announced the results of their Consumer Perceptions of Social Login study conducted by Blue Research, an independent research consultancy, revealing that 87% of online consumers are familiar with social login – the ability to use an existing ID from a social network such as Facebook, Google, Twitter, etc. – to login or register on a site – and more than half (52%) use social login. The research also showed that consumers are willing to share personal information in exchange for a more individualized experience and to eliminate mistargeted ads.
Marketers have traditionally used registration forms and site login as a way to both identify their online consumers as well as learn more about them. The study, which surveyed more than 600 people in October 2012, confirms however that consumers are wearying of this approach in part due to the onus of having to remember so many username and password combinations.
More than half of people surveyed reported having more than 5 such combinations. “Password fatigue” may be costing companies business as 92% of respondents reported leaving a website during sign on versus resetting or recovering password information. Even when people do choose to fill out traditional registration forms, the data may not be useful. Nearly four in five admitted to giving false or incomplete information to create a new website account.
Unfortunately, when organizations collect falsified personal information, they often cannot effectively tailor a site experience to the individual. This was borne out in the study with 98% of respondents having reported receiving promotions that had nothing to do with their personal interests or demographics.
Social login makes it quick and easy for consumers to both register and login to their favorite websites. Equally important, online marketers can seek permission to use a consumer’s social login profile to personalize content based on information such as location, hobbies and preferences. In one of the most compelling statistics for online marketers, 59% of those surveyed found it very useful to receive targeted products and promotions based on their social login profiles. At least half also responded positively to receiving additional information on their favorite topics such as a recent news article.
“Social login appears well suited to address common challenges organizations face,” said Paul Abel, Ph.D., Managing Partner, Blue Research. “Despite social login’s recent introduction, most online consumers are encountering it and, among those who do, the majority are using it. These findings suggest social login is an effective way for organizations to better understand and target consumers in a way in which consumers find beneficial.”
Other Key Findings
- 65% of consumers agree they are more likely to return to a website that automatically welcomes them through social login.
- 67% say site personalization is highly attractive.
- 78% of people navigate to a website after it’s mentioned by someone in their social network.
- 72% consider buying based on positive recommendations from social networks.
Paul Abel, Ph. D., Managing Partner, Blue Research, will provide insights regarding the full report in the first of Janrain’s Masters of Online Registration webinar series during a session titled, “The Value of Social Login, Solving the Engagement Gap” to be held February 12, 2013 at 10am Pacific Time. For more information, please visit http://janrain.com/registrationseries
The Janrain User Management Platform (JUMP) helps organizations succeed on the social web by providing leading technology to leverage the popularity of social networks and identities for user acquisition, engagement, and enhanced customer intelligence. Our solutions, including social login, social sharing, social profile data collection and storage, access to the social graph, and digital strategy services, improve the effectiveness of online marketing initiatives for leading brands like Fox, Universal Music Group, Whole Foods, Purina, Samsung and Dr Pepper. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082 or visit www.janrain.com and follow @janrain.
About Blue Research:
Blue Research provides proprietary information businesses use to better understand their markets, develop compelling products and services as well as capture and maintain market share. Blue uses state-of-the-art market research techniques to create reports that drive action throughout the organization. Blue Research specializes in technology markets worldwide and is a preferred market research consultancy for some of the largest technology brands and upcoming innovators. For more information, to review testimonials or case studies, please visit blue-research.com. Paul Abel, Ph.D. can be contacted at firstname.lastname@example.org or 1-888-780-BLUE.
Jeff Denenholz/Program Director