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BizReport : Social Marketing : October 25, 2012

Report: Most use Facebook for social login

When it comes to shopping online a growing segment of shoppers doesn't want to create different accounts for each store. Instead, they choose to login using an existing account, usually attached to an email account or social network. According to new data from Janrain most are now using Facebook for logins.

by Kristina Knight

Social login isn't just a benefit for consumers, according to the Janrain report, although quick access to accounts is a big benefit. For retailers and merchants social login also offers insight into the social profiles of users, which can give insight into how to better engage the shopper.

Some interesting takeaways from Janrain's Q3 trends report include:

• Facebook is the preferred login for retailer and media sites as well as entertainment/gaming sites
• Paypal is gaining ground fast on retail sites
• Facebook is also the preferred login for mobile users

"[Facebook's] popularity is especially pronounced on music sites and entertainment and gaming sites. On retail websites, we are witnessing an increasing preference to use PayPal to create an account and sign-in during the checkout process. PayPal's share increased to nearly 10% on retail sites in Q3, up from 2% in Q4 2011," was written in the report.

As for sharing trends, consumers are sharing most information through Facebook and Twitter, continuing the trend of the past year. As for what they're sharing, the report shows it isn't just news links any longer. Online shoppers are also sharing comments, recent purchases and product reviews through their social networks, giving brands more to look for in the social space.

Janrain suggests businesses optimize the social media strategy arm of their business, utilizing social login for registrations and then using the information culled from those accounts to offer better targeting and more relevant products to shopping consumers.

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

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