Moms Prefer Social Login

by Maryanne Conlin, Jan 18, 2012, 8:31 AM

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I was reading a report from Janran, “Consumer Perceptions of Online Registration and Social Login,” to which the conclusion was – moms and other consumers don’t want to take the time to answer a series of questions before they can really use your site. They want to be able to sign in with their existing social media accounts ( Facebook, Twitter, Google+).

Ironically enough, I had to fill out a registration form before I was able to access the report! But, be that as it may, the information in the report was eye opening, but only from a marketer’s standpoint. As a consumer, you, as I did, probably recognize your own behaviors:

• 88% of consumers have given incorrect or false information on a registration form. In other words, many more people lie than tell the truth.

• 90% of consumers never bother to use the password retrieval system, instead they just move on                       

So potential visitors, presumably in your target market, since they are not content to just access your free services, are abandoning your site, because they don’t want to deal with having to figure out their password. And, of course, whatever they put down as information about themselves when they registered is wrong anyway, playing havoc with your measurement programs for your website and any mailings with which you attempt to target to consumer segments.

Speaking of which, the study showed that two-thirds of consumers have received offers that clearly show the company does not know who they are. Hmmm…I wonder why that would be? – duh.

Fortunately, there is an easier way! Seventy-seven percent of those surveyed said they really would like your company to offer social sign-in, up from 66% in 2010. Now all we have to worry about is how much they lied on their social profile.

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