Study: Consumers prefer social sign-in over site registration
In the study, released today, three-quarters of respondents said they don’t like online registrations and, when presented with a registration request, may leave the site, go to a different site, or not return to the site. More than three-quarters of the respondents admitted to putting incomplete or incorrect information in an online registration form. And 45% said they had left a website after forgetting their password or log-in information rather than answering a security question or re-setting their password.
The flip side is that these respondents seem far more open to using existing social network identities to log onto other websites. Two-thirds (66%) said they believe companies should offer the ability to sign in using an existing social network or email account. More than half (55%) said they were more likely to return to a site that automatically recognizes their identity.
Social sign-on/sign-in also appears to help a company’s brand image: 42 percent of respondents agreed with the statement that companies offering a social sign-in option “are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability.”
One thing to note is that the respondents – more than 650 in total – were pre-screened as “social media active,” so it’s not surprising that social sign-on would present a more desirable option for this segment. Nevertheless, with a growing percentage of the online population joining Facebook and other social networks, it's clear that social sign-on presents an attractive option for publishers looking to streamline the user experience while still gaining access to a valuable trove of visitor information.
Publishers seem to be recognizing the opportunity. Research released last September by Gigya and Edge Research found that 60 percent of publishers have implemented or are in the process of implementing social sign-in options on their websites.