Research study consumer perceptions of online registration and social sign-in

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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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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Understanding Online

Buyers Can be Challenging

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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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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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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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Social Sign-in Considered a

Desirable Alternative

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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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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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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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Fans Will Use SSI

Over Creating New

or Guest Accounts

Social Sign-in May Have a

Positive Impact on Companies

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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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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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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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Key Takeaways

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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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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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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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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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Janrain helps organizations succeed on the social web with its user management

platform. Comprised of multiple products that can be used together or in concert,

Janrain solutions build user engagement and brand awareness.

• Janrain Engage provides social login and social sharing to enable a user to login with

an existing account on Facebook, Twitter, LinkedIn or 15 other network, as well as share

activities from the site to their social networks.

• Janrain Capture is a database in the cloud to collect, store and access social profile

data.

• Janrain Federate provides single sign-on functionality to extend a brand's online

ecosystem.

Janrain customers include industry leaders such as Universal Music Group, MTV Networks,

Kodak, NPR, Tribune Interactive, Sears and Citysearch. Founded in 2005, Janrain is based

in Portland, Oregon. For more information, please call 1-888-563-3082, or visit

www.janrain.com.

About Janrain

http://www.janrain.com/products/engage

http://www.janrain.com/products/capture

http://www.janrain.com/products/federate

http://www.janrain.com

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Research study consumer perceptions of online registration and social sign-in