Study: The social login preferences of consumers

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janrain.jpgIn 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.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.