Study: The social login preferences of consumers
In January Janrain suggested social login – allowing consumers to register using already created social network profiles – as a solution. Now, more insight into how social logins are being used by consumers.
Now, Janrain’s research delves into that social side. Their findings? Facebook is the most popular social login option – no surprise as Facebook is also the largest social network. Why is social login important?
“Social login opens the door to collecting a rich amount of profile data from a user’s social network account,” is written in the report. “Each social network provides a different set of profile data on their users, which can help speed registration or enable more data-driven marketing and ROI from personalization and improved segmentation.”
The more accurate the data, the better the likelihood of engaging a shopper. According to Janrain:
• Facebook is the preferred social login for 45% of those surveyed
• 31% prefer Google as their social login
• 9% use Twitter or Yahoo, 3% use Microsoft, Paypal, Linked In
• Facebook is the leading social login for Entertainment/Gaming, Retail and News websites
The trend with mobile social logins is similar with nearly half preferring Facebook, 25% using Google and 14% using Twitter.
As for sharing, those using Facebook and Twitter as their social login are sharing more. Nearly 55% (Q1 2012) of those using a Facebook login shared information with friends/followers while nearly 40% of those using Twitter shared socially for the quarter.