Social Sign-In Produces Profits

February 8, 2011

janrain-ssi-spend-more-feb-2011.JPGAllowing 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

janrain-ssi-purchase-more-feb-2011.JPGIn 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

janrain-consumer-reactions-feb-2011.JPGSurvey 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.


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