Janrain: Social login has many benefits

According to a Janrain study published in January 2012, 54% of users will leave or stop using a site if they are asked to register, and 6% of users say they will leave or avoid such sites. If given the choice, 26% of users will visit another site, a 53% increase from 17% last year. Similarly, those who claim to complete a registration have dropped 44% from 25% to 14%.

In fact, 90% of users said they leave a site rather than recover their login details when they forget them, and the same percentage said they leave incomplete or false information when creating an account.

3/4 of people choose social login

Data from the Consumer Perceptions of Online Registration and Social Login study shows that 77% of users believe that websites should offer them the option to use their social network identity to speed up the registration process, up 17% from 66% in last year’s study. Indeed, users prefer to use social login (41%) over creating a new account (35%) or using a guest account (24%).

Personalization makes all the difference

Half of the users found the personalized experience brought by social login attractive, while 1/4 were undecided and 1/4 said they did not find it attractive. But the value of personalization is important, with a high percentage of users saying that if a website is personalized well, 50% will use the website again, 46% will buy products and services from the website, 38% will recommend the website to others, and 33% will buy goods offline.

According to Janrain's analysis in December 2011, Facebook login had the highest impression volume in Q3 2011, and provided 7 types of information that can be used to improve personalization, targeting and segmentation capabilities.

Among users who think social login should be available (supporters), 83% would consider making a purchase decision based on positive comments or information on their social network, compared to only 64% of social login detractors. Supporters are more likely than detractors to make a purchase based on positive comments on a social network.