Survey Shows Majority of Consumers Resist Registering Online; Prefer Social Sign-In

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75 Percent of Consumers Will Alter Behavior When Faced with Traditional Website Registration

According to the recent Social Identity study released by Janrain and conducted by Blue Research, 75 percent of consumers take issue with being asked to register on a website and will change their behavior as a result. Janrain commissioned Blue Research for the study, which was conducted during the height of the holiday shopping season (December 2010) among a nationwide cross section of 657 consumers. The release of the study shows a shift in consumer behavior patterns and demonstrates the challenges of obtaining accurate information about online consumers. The majority of respondents said they are likely to leave a website or give false information when required to register. However, 66% of consumers surveyed say social sign-in, the ability to sign-in to a website using an existing online identity from providers like Facebook, Google and Twitter, is an attractive solution to the problem.

The research study is the first of its kind to understand consumer perceptions and attitudes about using social identities across the Web and the impact this has on brands, including purchase behavior and brand loyalty. The findings show that consumers interested in using social sign-in are more valuable to companies themselves; they are more likely to return to sites offering social sign-in, they spend larger dollar amounts on the site and have more favorable views about the brand.

“The findings of the survey clearly show that consumers are frustrated with the traditional online registration process and will favor brands that make it easy for them to be recognized,” said Paul Abel, Ph.D., Managing Partner, Blue Research. “The rapid growth of social media has dramatically impacted consumers’ expectations of websites and this shift in behavior can mean measurable benefits for businesses prepared to capitalize on the trend.”

Detailed findings include the following:

Resistance to Traditional Registration Processes

  •     Three in four (75%) people are bothered by registering on a website and will change their behavior as a result

o    54% may leave the site or not return
o    17% go to a different site, if possible
o    4% leave/avoid the site
o    25% say they will complete the registration

  •     76% admit to having given incorrect information or left forms incomplete when creating a new account at a website
  •     45% admit they have left a website if they forgot their password or log-in info, instead of answering security questions or re-setting their password

Consumer Perceptions of Social Sign-in

  •     66% believe social sign-in is a good solution that should be offered; among that population…

o    42% feel companies that offer social sign-in are more up-to-date, innovative and leave a more positive impression than companies that don’t offer the capability
o    Over half (55%) say they are more likely to return to a site that automatically recognizes them
o    Nearly half (48%) are more likely to make a purchase on a site that automatically recognizes them
o    More prefer using social sign-in (41%)compared to using a guest account (35%) or creating a new account (24%)

Offering Social Sign-in Unlocks a More Valuable Consumer
For retailers in particular, consumers interested in the ability to log-in with an existing identity are a valuable target as they tend to spend more money, buy online more often, and both influence and are more influenced by social networks as compared with people who prefer traditional registration methods.

  •     One in four say they use social networks to make purchase decisions or influence others
  •     35% say social network posts encouraged them to buy a product
  •     39% say they planned to spend more online during the 2010 holiday season as compared with 2009
  •     54% planned to do more than half of their holiday shopping online

A copy of the full research is available on the Janrain website: http://www.janrain.com/consumer-research-social-signin

Methodology
Custom designed online survey completed by 657 respondents. Respondents were carefully screened to ensure each is a purchase decision- maker, online buyer and social media active. Respondents were recruited via email from a nationally representative panel and given a one-time password protected access to the survey. The questionnaire was composed primarily of close-ended questions; median time to complete the survey was 7.5 minutes. Quality controls were in place to remove ‘speedsters’ and ‘flat-liners’ from data analysis. As a result 25 data points were eliminated. The data collection period was December 6 through December 23, 2010. Blue Research (http://www.blue-research.com) designed the survey, managed the data collection process, conducted the analysis and created the research report.

About Janrain
Janrain helps organizations succeed on the social web with its user management platform. Comprised of multiple products that can be used together or in concert, Janrain solutions build user engagement and brand awareness. Janrain Engage provides social login and social sharing to enable a user to login with an existing account on Facebook, Twitter, LinkedIn or 15 other networks, as well as share activities from the site to their social networks. Janrain Capture is a turnkey registration and social data storage solution. Janrain Federate provides single sign-on functionality to extend a brand's online ecosystem. Janrain customers include industry leaders such as Universal Music Group, MTV Networks, Kodak, NPR, Tribune Interactive, Sears and Citysearch. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082, or visit http://www.janrain.com.

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 paul.abel(at)blue-research(dot)com or 1-888-780-BLUE

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Jenny Davis

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