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Identity and social login trends across the web

By Jamie Beckland | Posted on October 17, 2016

Identity and social login trends across the web

Consumer expectations for how their personal identity is treated and used by brands has changed dramatically over the last few years. Passwords have become unruly, data breaches are commonplace and digital interactions with brands are not satisfying. Consumers are now demanding more of those digital experiences and in our recent Identity Trends 2016 research, we have learned more about how those consumers feel and what they expect in terms of passwords, social login, biometrics and more. Below are insights that provide a number of opportunities for enterprise organizations everywhere.

Consumers are at breaking point with poor usability

Consumers will no longer tolerate poor usability in their experiences as they would have a few years ago. As a matter of fact, 75% of consumers are frustrated with passwords and 50% won’t register if a password is required. At this point, 95% of consumers are aware of social login, and the majority use it. Consumers now expect a persistent and simplistic way to access online websites and accounts through social login.

Privacy is paramount in the mind of consumers

More than 90% of consumers are concerned about their data privacy. Consumers are now speaking for themselves about how they expect data to be used and collected, as well as their rights around accessing and managing it. The expectation of the consumer is that they’re going to have more granularity and control. In turn, the quality and quantity of data an organization receives now depends on the commitment to managing it in a way that’s secure, but also respects the privacy and control the user sets up.

Consumers want more from their brand relationships

Consumers understand the promise of personalization, but don’t feel businesses are delivering on the value of it. A quarter of consumers use social login specifically for the customized experience. However, half of users are not receiving it. Consumers are frustrated with the lack of promise from brands to deliver, which means brands must find meaningful ways to engage at an individual consumer level.

The complaints you see are canaries in the coal mine

When consumers receive messages that are irrelevant to them, the majority (84%) unsubscribe from the email list, while 62% ignore communications from brands moving forward. In this way, success cannot be measured on the delivery of emailing house lists.

People want to share what they care about

Likes, interests and hobbies are the most comfortable categories consumers are willing to share with brands, for no other promise than getting a better experience. The opportunity around connecting your brand to these categories is bigger than it’s ever been. Here, deeper relationships with consumers is a possibility.

People are comfortable with biometrics

The concept of authenticating using voice and fingerprint is in the majority, with 66% of our respondents being open to using biometrics to unlock experiences. With the higher use of devices using biometrics in a personalized way, the comfort level grows. However, there is still a responsibility as an industry to align the right moment for the use of biometrics.

If you’d like to learn more, please view our Identity Trends 2016 survey findings here or view our webinar here.


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About the author

Jamie Beckland

Jamie Beckland

VP of Product

Jamie has been delivering custom web solutions for more than 10 years, and built his first social media community in 2004. Prior to Janrain, Jamie led the emerging media practice at White Horse, and has worked as a marketer and technologist with clients including Coca-Cola, Financial Times, Samsung, Wells Fargo, L’Occitane, The Brooking Institution, and many others. He frequently speaks about technology trends and writes for Mashable, Social Media Examiner, iMediaConnection, AdAge, and other publications.

View all posts by Jamie Beckland