Allowing online consumers to conduct social sign-in (SSI) for an e-commerce site rather than create a new user account can produce higher levels of spending and customer satisifaction, according to [pdf] a new survey from social user management platform provider Janrain and Blue Research. Data from “Importance of Identity Solutions” indicates that during the 2010 holiday season, 21% of those who consider social sign-in desirable (fans) expected to spend more than in 2009, compared to 16% of critics.
In addition, 64% of fans expected to spend more than $500 during the 2010 holiday season, compared to 61% of critics. Sixty-six percent of survey respondents were classified as fans and 34% as critics.
SSI Fans Planned More Online Purchases
In addition to planning on spending more in general, SSI fans were also more likely to plan more online purchases during the 2010 holiday season than critics. Thirty-nine percent of fans planned to make more online holiday purchases in 2010 than 2009, compared to 25% of critics.
Furthermore, 54% of fans and 49% of critics planned to make more than 50% of their total 2010 holiday purchases online.
3 in 4 Consumers Avoid Creating New Accounts
Survey data also shows that 75% of consumers will avoid creating a new user account for an e-commerce site, with 54% leaving the site or not returning, 17% going to a different site if possible, and 4% leaving/avoiding the site.
Furthermore, of consumers who have created a new user account, 76% admit to giving incomplete or incorrect information.
Other Findings
- 55% of consumers agree they are more likely to return to a site that automatically recognizes them, 20% disagree.
- 48% of consumers agree they are more likely to buy at a site that automatically recognizes them, 25% disagree.
- 42% of consumers agree companies that offer SSI are more innovative, up-to-date and leave a positive impression compared to those that do not offer SSI, 22% disagree.
US Leads Global SocNet Usage
Americans are most likely to use online social networks, according to a recent study from the Pew Global Attitudes Project. Among the 22 publics surveyed, Americans most often say they use websites like Facebook and MySpace: 46% use such sites, 36% use the internet, but do not access these sites, and 18% say they never go online.
The survey finds three countries close behind the US in social network usage. In Poland (43%), Britain (43%) and South Korea (40%), at least four in 10 adults say they use such sites. And at least a third engage in social networking in France (36%), Spain (34%), Russia (33%) and Brazil (33%).
About the Data: Janrain and Blue Research custom designed an online survey which was completed by 657 screened respondents.
