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2011 Consumer Research: Perceptions of Online Registration and Social Login

Blue Research conducted research to assess consumer attitudes about traditional online registration processes and perceptions of using existing social identities to login across the web.

Surveying a cross-section of 600 U.S. consumers, the results show a preference for social login. The study also reveals the challenges associated with website conversion and obtaining accurate information about consumers from traditional registration.

The impact on brands is significant. A profound majority of consumers prefer social login over traditional registration and tend to exhibit behaviors that make them more a valuable group to target.

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