2013 Consumer Research: The Value of Social Login

In October 2012, Janrain commissioned Blue Research to assess consumer attitudes about traditional online registration processes and their perceptions of using existing social identities to login to sites across the web.

Surveying a cross-section of more than 600 U.S. consumers, the results show social login is now understood, recognized and increasingly used by a majority of consumers. In addition, consumers better understand the value of sharing access to their social profiles when it results in a more personalized, relevant online experience.

A few of the findings:

• 92% report having left a website when they’ve forgotten their username or password
• 87% of consumers are aware of social login, and more than half have tried it
• 98% of consumers report being mistargeted with ads, offers and promotions