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BizReport : Social Marketing : September 25, 2014

Survey: More shoppers logging in via social

Social login has become the norm for many shoppers, but even as consumers use social networking profiles to login in to their favorite shopping hubs, they also want more detail about how their profile data will be used.

by Kristina Knight

A new study is out from Gigya which shows that while consumers are increasingly using social logins across the web, they also want to know exactly how their profile data is used. Researchers withe Gigya found most (77%) of American shoppers have used social logins over the past 2 years; that is 45% more than used social logins in 2012. About 66% say they use social login any time it's available. Just over half say they use social logins because they don't want to fill out registration forms.

Even though shoppers are using social login more, there are still issues - nearly half (43%) say they ignore communications from brands who send irrelevant product details/information. Most also said they are 'more comfortable' with brands that spell out how data will be collected and used.

"It's clear that consumers today have reached a threshold where convenience is king. Our study shows that social login use is becoming essentially ubiquitous and is becoming a standard for consumers when interacting with brands on web and mobile," said Patrick Salyer, CEO of Gigya, which will process more than 1 billion logins in 2014. "Yet the need for transparency into how information is being collected and used has not diminished. Consumers are willing to share information if they know what it is being used for and how it will benefit them."

Other interesting findings from the report include:

• 47% use social login so they don't have to remember another password
• 84% have abandoned online registration forms because of the amount of questions involved
• 60% say they've abandoned purchases requiring a login

Image via Shutterstock

Tags: ecommerce, ecommerce trends, Gigya, social login, social marketing

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