Consumers appear to be quite receptive to social logins – the ability to use an existing ID from a social network to login or register on a site – and welcome targeted products and promotions based on their social login profiles, per results from a Janrain study conducted by Blue Research. Awareness and use of social login was high among the online survey respondents, at 87% and 52%, respectively, with 65% agreeing that they’re more likely to return to a website that automatically welcomes them through social login.
Part of consumer willingness to try out social login stems from “password fatigue.” An August 2012 study by Janrain, conducted by Harris Interactive, found 58% of respondents to have 5 or more unique passwords associated with their online logins.
Social logins can benefit businesses by allowing them to offer more personalized experiences, according to the latest Janrain study. Virtually all (98%) of the consumers surveyed said they had received promotions that were completely irrelevant to their personal interests or demographics, leading to about 6 in 10 saying they would find it very useful to get targeted products and promotions based on their social login profiles. Two-thirds also said that site personalization is highly attractive.
Frustration with registration can also cost companies through cart abandonment. Survey results from LivePerson reveal that 38% of online shoppers across 5 major Western markets cited a complicated registration or login process as a reason to abandon an online purchase.
About the Data: The Janrain study was conducted in October 2012 among more than 600 respondents.