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BizReport : Social Marketing : October 21, 2016

'Password fatigue' drives social login use

With most consumers experiencing 'password fatigue', social login use is growing in popularity. However, as Janrain's recent report reveals, the social login option creates its own concerns among consumers.

by Helen Leggatt

According to Janrain's 'Consumer Identity Survey' (infographic), conducted in September this year among 575 U.S. adults, three-quarters now suffer from password fatigue. With so many passwords now needed to be remembered on a daily basis, it is no wonder that more people are turning to social login options.

More than half (58%) of those surveyed by Janrain said they appreciate the value and convenience of social logins, and another 58% said they often will not sign up to a new website if social login is not an option. A quarter of those surveyed said they are aware of the benefits of using the same identity across multiple websites.

However, more than 90% of consumers are concerned about data privacy and what data is asked of them via social login. Forty-seven percent said they are willing to share their account data and activity as long as it's used only by the company they're signing up with, while 45% want companies to be clear how their information will be used.

Furthermore, 39% said they were comfortable sharing books, sports or movies they've Liked on Facebook in return for a more personalized relationship with a brand, but few are willing to share more personal information such as political views (13%), religion (12%), relationship status (10%), friends (8%) and photos (7%).

"Social logins are table stakes for online businesses since most web users will no longer sign up to a new site without them," said Janrain VP of Product Jamie Beckland. "But privacy concerns are understandably high given some recent high-profile data breaches. Businesses need to do a better job in the way they use account data to market to users, as well as make sure they're clearly explaining how the account info they access is used and shared."

Tags: data marketing, social login, social media

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