Survey: Online Consumers Prefer 'Social' Sign-in
Three out of four consumers who use social networking sites say they would rather leave a site that requires that they register in order to access that site than comply, according to a recent survey.
What's more, 76 percent of consumers said they have purposely given inaccurate or incomplete information when required to register for a site, and 45 percent have left a website rather than reset passwords or answer security questions when they have forgotten their login information.
In addition, two-thirds of those polled want sites they visit to support "social sign-in" (SSI), using a single sign-on technology like Microsoft Live ID or Facebook to let consumers use their SSI, to automatically log them into sites.
The upshot is that consumers are put off by the "traditional" online registration process, and will readily shift to something else that has a system that makes the process simpler, Blue Research said.
"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," Paul Abel, managing partner at Blue Research, said in a statement.
"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," Abel added.
Indeed, consumers are more likely to return to a site that automatically recognizes them -- by 55 percent to 20 percent -- the survey found. Additionally, and more importantly for e-tailers, 48 percent said that they are more likely to spend money with a site that automatically recognizes them, as opposed to 25 percent who said they would not be swayed.
Speaking of the social Web, Janrain's products include a user management platform for the social web, social login, and single sign-on solutions, according to statements on the Portland, Ore. company's site.
The complete survey report is available online.
|Do you have a comment or question about this article or other e-commerce topics in general? Speak out in the SmallBusinessComputing.com E-Commerce Forum. Join the discussion today!|
Voice Trunking in an IP World: Charting a Practical Path for PRI and SIP IT leaders understand the real-world road to all-IP means leveraging existing technology investments as well as intelligently integrating...
Living Color Over Living Networks: How to Optimally Deliver Video in the Adaptive Enterprise It's unavoidable: enterprise IT has to deliver much more video across the business. The proven value of video as a collaborative communications...
4 Critical Risks Facing Microsoft® Office 365™ Implementation It seems nearly every technology discussion today somehow involves the cloud -- whether positive or negative, the cloud is a viable option in...
Office 365 Adoption eGuide Microsoft made a massive push to the cloud in 2014, and as a result Office 365 is taking off. However, Office 365 is unlike any other cloud app in...