Janrain: 4 of 5 consumers say website registration ‘annoying’
That is a 10% increase over 2010 numbers – so the ‘annoying’ part of registering? Becoming more annoying to many consumers. They find registration so annoying, in fact, that many (88%) say they’ve left forms incomplete or given wrong information so they aren’t bothered by follow-up communications. And, 100% of those polled say they’ve received irrelevant ads or information from companies after registering for a website.
These are the reasons many sites are now allowing for ‘social login’, or the ability to use a previously create profile – from Facebook, for example – to register for website access.
“The findings of the survey show that social login continues to dramatically increase in favor among consumers as they realize the benefits of using an existing identity in order to bypass the traditional online registration process,” said Paul Abel, Ph.D., Managing Partner, Blue Research; they conducted the research for Janrain. “Failing to offer social login is a missed opportunity for businesses to improve ROI of online properties, as fans of the service are more likely to register on the site, influence their friends through social networks and more likely to return to a site that offers them a personalized experience.”
As for the difference once social logins were allowed? More than three-quarters of respondents said social login was a good alternative to website registration (77%) and have posted to their social networks about products/services they like (78%). Meanwhile 83% report social login has ‘influenced’ them to consider new products/services because of their social network.
