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2012 Consumer Research: Perceptions of Online Registration

In October 2011, 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 growing preference for social login since similar research was conducted a year earlier. 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.

A few of the findings:

  • 88% of consumers admit to having given incorrect profile info
  • 54% may leave a website if asked to register the traditional way
  • 77% believe social login should be offered

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