Consumer Perceptions of Online
Registration and Social Sign-In
US Consumer Market Research
©2011 Blue Inc. All rights reserved.
Prepared for
project lead by Paul Abel, PhD. • [email protected]
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©2011 Blue Inc. All rights reserved.
Method
Custom designed online survey completed by 657 respondents:
– Respondents carefully screened to ensure each is a purchase decision-
maker online buyer and social media active
– Respondents recruited via email, given a one-time password protected
access to the survey
– Questionnaire composed primarily of close-ended questions; median time
to complete the survey is 7.5 minutes
– Quality controls in place to remove ‘speedsters’ and ‘flat-liners’ from data
analysis; 25 ‘speedsters’ were eliminated
– Data collection December 6 through December 23, 2010
Design, data collection, analysis and report by Blue Research on behalf
of Janrain.
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©2011 Blue Inc. All rights reserved.
Understanding Online
Buyers Can be Challenging
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©2011 Blue Inc. All rights reserved.
3 in 4 Consumers Avoid
Creating New User Accounts
Q1. Which of the following best characterizes your opinion about web site registration requirements? (n = 632)
75% are
bothered by
website
registrations
and will
change their
behavior as a
result
Consumer Reactions to Online Account Registration:
May leave the
site or do not
return
17% Go to a different
site, if possible
4% Leave / avoid the site
25% Will complete the
registration
54%
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©2011 Blue Inc. All rights reserved.
Requiring New User Accounts
Encourages Misinformation
Q2. How often have you intentionally left information out or entered incorrect information when creating a new account at a website? (n = 632)
24%:Never Give
Incomplete/
Incorrect
Information
76%:Have Given
Incomplete/
Incorrect
Information
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©2011 Blue Inc. All rights reserved.
When Login Information is
Forgotten, Many Leave the Site
Enter Your Login Information Below:
Forgot Your Password? Click Here
Forgot Your User Name? Click Here
*45% rate agreement (7-10) with the statement ”I have gone to a website, forgotten my login information and decided to leave the website instead of re-setting my
password or answering security questions” (n = 632)
45% admit to leaving a website instead of re-setting
their password or answering security questions*
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©2011 Blue Inc. All rights reserved.
Social Sign-in Considered a
Desirable Alternative
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©2011 Blue Inc. All rights reserved.
Wide Majority Want SSI to
be Offered by Websites
66%: SSI Should Be Offered (Fans)
34%: SSI Would Not Be Helpful (Critics)Q3. Many companies are starting to provide people that visit a
website the option to ‘sign- in’ using one of the accounts they
already have on a social network or email provider, such as
Facebook, Google, Yahoo, Twitter or LinkedIn.
The ability to ‘sign-in’ to a website using a social network or email
account is called ‘social sign-in’. In general, do you think this option
is helpful? Is this ‘social sign-in’ an option you believe companies
should offer to people? (n = 632)
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Social Sign-in ‘Fans’ Are
Valuable Online Buyers
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Social Sign-in ‘Fans’
Spend More
Percent Spending More this Holiday Season Percent Spending >$500 this Holiday
Q7. Comparing this Holiday season with last year, will your household spend more or less money on products and services? (n = 414 fans; n = 218 critics)
Q8. Approximately how much money will your household spend, in total, buying products or services this Holiday season? (n = 414 fans; n = 218 critics)
SSI Fans: SSI Critics:
64% 60%
SSI Fans: SSI Critics:
21% 16%
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©2011 Blue Inc. All rights reserved.
Social Sign-in ‘Fans’
Purchase More Online
Percent Buying More Online This
Holiday Season Than Last Year
Percent Spending >50% Online
This Holiday Season
Q11. Comparing this Holiday season with last year, do you expect to make more of your purchases online or at physical locations? (n = 414 fans; n = 218 critics)
Q9. What percent of the money your household will spend this Holiday season will be spent buying goods and services online? (n = 414 fans; n = 218 critics)
Critics:Fans:
39%
25%
Critics:Fans:
54% 49%
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©2011 Blue Inc. All rights reserved.
SSI ‘Fans’ Use Social Networks to
Make/Influence Buying Behavior
Percent Who Used SNs to Influence
Others or Make Purchase Decisions*
Q12. How have you used your social networks this Holiday season? Please select all that apply. *Respondents that did not select ‘I did not use social networks in this
manner this Holiday season’ (n = 414 fans; n = 218 critics)
Q6. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement. *Rating agreement (7-10) with the statement:
‘When a friend in my social network posts a positive comment about a product or service online I am more likely to consider purchasing it myself’
Percent Who Admit Positive SN Posts
Encouraged Them to Buy a Product*
Fans: 25%
Critics: 13%
Fans: 35% Critics: 16%
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©2011 Blue Inc. All rights reserved.
Fans Will Use SSI
Over Creating New
or Guest Accounts
Social Sign-in May Have a
Positive Impact on Companies
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©2011 Blue Inc. All rights reserved.
Consumers May Return And Buy
More Often At Sites Offering SSI
48%
I Am More Likely to Buy At A Site That
Automatically Recognizes Me…
I Am More Likely to Return To A Site That
Automatically Recognizes Me…
Q6. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement. (base is SSI fans; n =414)
55%
Neu
tral
Agree
(rating 7-10)
Disagree
(rating 1-4)
20%
Agree
(rating 7-10)
Disagree
(rating 1-4)
25%
Neu
tral
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©2011 Blue Inc. All rights reserved.
Offering Social Sign-in May
Increase Brand Image
Agree (rating 7-10)
Disagree (rating 1-4)
42%
Agree
22%
Disagree
Q6. Below is a list of opinions. For each, please rate the degree to which you agree or disagree with the statement. (base is SSI fans; n =414)
Companies that offer SSI are more
up-to-date, innovative and leave a
positive impression compared to
those which do not offer this
capability…
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©2011 Blue Inc. All rights reserved.
Using Social Sign-in is Preferred
Over New and Guest Account
Use a Guest
Account, 35%
Create a New
Account, 24%
Use Social Sign-in 41%
Q5A. Assuming for a moment that you were at a secure website from a well-established company that sells products or services that interest you and you were at a
point where you needed to either create a new account, use a guest account or use ‘social sign-in,’ what are you most likely to do? (base is SSI fans; n =414)
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©2011 Blue Inc. All rights reserved.
Key Takeaways
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©2011 Blue Inc. All rights reserved.
Requiring Consumers to Create New Accounts May Lead to Undesirable Behavior
Key Takeaways
• 3 in 4 take steps to avoid creating accounts
• Wide majority have provided misinformation
• Leaving a site is common when consumers forget their login information
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©2011 Blue Inc. All rights reserved.
Majority of Consumers Like Social Sign-In
Wide majority of respondents want social sign-in to be offered by websites and more of these consumers say they will use social sign-in than use guest or new accounts.
Key Takeaways
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©2011 Blue Inc. All rights reserved.
Social Sign-In Proponents Are Valuable to RetailersConsumers interested in social sign-in represent a valuable target for retailers given they tend to spend more money, buy online more often and both influence and are more influenced by social networks, compared to those not interested in social sign-in.
Key Takeaways
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©2011 Blue Inc. All rights reserved.
Social Sign-In Boosts Brand Recognition & Customer Loyalty
Social sign-in may also benefit companies as consumers say they will return and buy more often at sites that automatically recognize them. In addition, consumers say offering social sign-in reflects positively on the company’s brand.
Key Takeaways
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©2011 Blue Inc. All rights reserved.
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