UK consumers want Social Login

April 27, 2012 - PRLog -- Consumers are increasingly disenfranchised with the current online registration process, with 85% advocating social login should be available as an alternative

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New industry research has highlighted that 85% of UK consumers would prefer Social Login – the ability for consumers to use their social media identity to register and log in to a brand’s website - to be made available over traditional online registration.

The research, commissioned by Janrain, provider of User Management solutions for the social web, further shows consumers’ considerable disenfranchisement with the way brands still present them with irrelevant information and  promotions. The research also highlights that, despite the desire for closer and more relevant engagement with brands, most consumers still provide inaccurate information to organisations when registering for a website due to the time-consuming registration process and security concerns.

In contrast, the majority of consumers are keen to use social login; exploiting trusted, familiar Facebook and Google identities, for example, not only for the ease of use and improved security but also to share profile information in order to enable a better online experience.

The key research findings include:

96% of UK consumers receive information or promotions from brands that are not relevant to them
68% of consumers are bothered by website registrations and will consequently change their behaviour by leaving the site or going to an alternative site, and 78% have given incomplete or incorrect information
85% of consumers think social login should be offered as a preferred alternative.
Russell Loarridge, European Sales Director, Janrain, said:

“With Gartner predicting that 80% of discretionary buying from consumers will be driven through effective digital marketing, Janrain’s research clearly indicates that it is time for organisations to focus on the core requirements; social login exploits the proven security expertise of social networks, removes barriers and, critically, provides a platform for truly effective user engagement.”

The Janrain research indicates a major change in consumers’ preferred engagement model with brands, especially in the social channels. In the month preceding the research, 78% of the audience surveyed had come across a website offering social login and 53% of the total number surveyed had used the social login capability.

Increasingly, consumers are keen to exploit the benefits of social networking to share experiences and information, and receive more relevant promotions based on profiles, with 57% citing the personalisation capability of Social Login as a positive and 64% stating that they would be more likely to return to a brand’s website if the experience is personalised.

Loarridge concluded:

“Consumers want to be engaged – and they are willing to share their profile with organisations in order to improve the online experience. It is those brands that are on the leading edge, that are innovating and providing a truly engaging consumer experience that are building stronger customer relationships and achieving a tangible increase in market share.”

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