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BizReport : Social Marketing : January 10, 2012

Janrain: 4 of 5 consumers say website registration 'annoying'

When it comes to registering to become part of a website or community, most consumers don't want to do it. Not only that, 86% (4 of 5) find the need to register or create new accounts for websites bothersome enough that they will change their habits - i.e. will not return to a website or will avoid the website in the future - if required to register.

by Kristina Knight

janrain.pngThat 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.

Tags: Blue Research, Janrain, social login, social login trends, social marketing, social network trends, social networks, website registration

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