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Survey Shows Majority of Consumers Resist Registering Online, Prefer Social Sign-In

Survey Shows Majority of Consumers Resist Registering Online, Prefer Social Sign-In

Portland, OR, February 8, 2011 – According to the recent Social Identity study released by Janrain and conducted by Blue Research, 75 percent of consumers take issue with being asked to register on a website and will change their behavior as a result. Janrain commissioned Blue Research for the study, which was conducted during the height of the holiday shopping season (December 2010) among a nationwide cross section of 657 consumers. The release of the study shows a shift in consumer behavior patterns and demonstrates the challenges of obtaining accurate information about online consumers. The majority of respondents said they are likely to leave a website or give false information when required to register. However, 66% of consumers surveyed say social sign-in, the ability to sign-in to a website using an existing online identity from providers like Facebook, Google and Twitter, is an attractive solution to the problem.

The research study is the first of its kind to understand consumer perceptions and attitudes about using social identities across the Web and the impact this has on brands, including purchase behavior and brand loyalty. The findings show that consumers interested in using social sign-in are more valuable to companies themselves; they are more likely to return to sites offering social sign-in, they spend larger dollar amounts on the site and have more favorable views about the brand.

“The findings of the survey clearly show that consumers are frustrated with the traditional online registration process and will favor brands that make it easy for them to be recognized,” said Paul Abel, Ph.D., Managing Partner, Blue Research. “The rapid growth of social media has dramatically impacted consumers’ expectations of websites and this shift in behavior can mean measurable benefits for businesses prepared to capitalize on the trend.”

Detailed findings include the following:

Resistance to Traditional Registration Processes

  • Three in four (75%) people are bothered by registering on a website and will change their behavior as a result
  • 54% may leave the site or not return
  • 17% go to a different site, if possible
  • 4% leave/avoid the site
  • 25% say they will complete the registration
  • 76% admit to having given incorrect information or left forms incomplete when creating a new account at a website
  • 45% admit they have left a website if they forgot their password or log-in info, instead of answering security questions or re-setting their password

Consumer Perceptions of Social Sign-in

  • 66% believe social sign-in is a good solution that should be offered; among that population…
  • 42% feel companies that offer social sign-in are more up-to-date, innovative and leave a more positive impression than companies that don’t offer the capability
  • Over half (55%) say they are more likely to return to a site that automatically recognizes them
  • Nearly half (48%) are more likely to make a purchase on a site that automatically recognizes them
  • More prefer using social sign-in (41%)compared to using a guest account (35%) or creating a new account (24%)

Offering Social Sign-in Unlocks a More Valuable Consumer

For retailers in particular, consumers interested in the ability to log-in with an existing identity are a valuable target as they tend to spend more money, buy online more often, and both influence and are more influenced by social networks as compared with people who prefer traditional registration methods.

  • One in four say they use social networks to make purchase decisions or influence others
  • 35% say social network posts encouraged them to buy a product
  • 39% say they planned to spend more online during the 2010 holiday season as compared with 2009
  • 54% planned to do more than half of their holiday shopping online

A copy of the full research is available on the Janrain website:


Custom designed online survey completed by 657 respondents. Respondents were carefully screened to ensure each is a purchase decision- maker, online buyer and social media active. Respondents were recruited via email from a nationally representative panel and given a one-time password protected access to the survey. The questionnaire was composed primarily of close-ended questions; median time to complete the survey was 7.5 minutes. Quality controls were in place to remove ‘speedsters’ and ‘flat-liners’ from data analysis. As a result 25 data points were eliminated. The data collection period was December 6 through December 23, 2010.Blue Research ( designed the survey, managed the data collection process, conducted the analysis and created the research report.

About Janrain

The Janrain Customer Identity and Access Management platform helps brands build a unified view of their customers across all devices by collecting accurate customer profile data to power personalized marketing. The proprietary platform encompasses social login, registration, customer profile data storage, customer segments, customer insights, single sign-on, and engagement. Janrain powers customer identity management for brands like Pfizer, Samsung, Whole Foods, Fox News, Philips, Marvel, and Dr Pepper. Founded in 2002, Janrain is based in Portland, Oregon, with offices in London, Paris, and the Silicon Valley in California. For more information, please visit and follow @janrain.

About Blue Research

Blue Research provides proprietary information businesses use to better understand their markets, develop compelling products and services as well as capture and maintain market share . Blue uses state-of-the-art market research techniques to create reports that drive action throughout the organization. Blue Research specializes in technology markets worldwide and is a preferred market research consultancy for some of the largest technology brands and upcoming innovators. For more information, to review testimonials or case studies, please visit Paul Abel, Ph.D. can be contacted at or 1-888-780-BLUE.