Featured Success Story

feb 2011

Social Sign-in is In

The study 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 findings also 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."

Press Related to this Project:

Inc.
Should You Make Consumers Register to Buy Online

123Print
Consumers Deterred by Registration Requests, Report Finds

AOL Small Business
Survey Says: Why Consumers Have Commitment Issues

Retail Customer Experience
Survey: Majority of consumers resist registering online, prefer social sign-in

MultiChannel Merchant
Survey: Consumers Want Social Sign-in Option on Merchant Sites

Marketing Vox
Marketing Data RoundUp: Social sign-in produces profits

Strategy Guys
Social Sign-Ins Boost Porofits

eMarketer
How To Combat Abandoment With Social Sign-In

BizReport
Report: Consumers Don't Want to Register to Buy Online

Destination CRM
Survey Shows Many Customers Prefer Social Media Sign-In to Online Registration

BtoB
Study: Social sign-in may trump website registration‎