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BizReport : Social Marketing : May 30, 2012

Janrain: Over three-quarters UK consumers want social login options

Social login options are growing across the pond as well as in the US. New data from Janrain indicates more than 60% of UK consumers have left a website which required registration to use it and nearly 80% have offered either wrong or incomplete information to those websites.

by Kristina Knight

Obviously, incorrect and incomplete information is bad for the website or brand trying to engage the consumer. Even worse, most businesses are sending irrelevant promotions to consumers. On the bright side 85% of UK shoppers have expresses interest in social login options.

Social logins offer the brand more insight into the consumer's likes and interests while at the same time offering a simple solution for the consumer.

"Brands that successfully engage on this level are far more likely to benefit from the relationship than those that don't effectively use digital and social marketing," said Russell Loarridge, European Sales Director, Janrain. "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."

Other interesting findings include:

• 78% of those surveyed have seen websites offering social logins
• 53% have used social login
• 57% believe social login offers increased personalization
• 64% say they're more likely to return to a website if the experience is more personalized

Findings from the US version of the report were similar with 86% saying the need for unique website logins was disruptive and 54% saying they would leave a site rather than create a new login.

Tags: ecommerce trends, Janrain, social commerce, social login, social marketing

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