Three out of four surveyed consumers avoid creating accounts online: 54% say they may leave the site or not return, 17% go to a different site, and 4% leave or avoid the site.
Just 25% of consumers say they complete Web registration forms.
Many consumers leave false information when faced with registration: 76% admit to having given incorrect information or leaving forms incomplete when creating a new account on a website.
Passwords are also a problem: 45% of consumers say they're likely to leave a website if they've forgotten their password or log-in information—rather than answering security questions or re-setting their password.
Below, other findings from the Janrain report, Consumer Perceptions of Online Registration and Social Sign-In, conducted by Blue Research.
Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.
Social Sign-In Fans
Among consumers who say social sign-in is a good alternative to the problem registering online—"social sign-in fans"—42% say brands that offer such capabilities are more up-to-date and innovative than brands that don't offer social sign-in.
Social sign-in may boost brand recognition and customer loyalty. Among social sign-in fans:
- 55% say they are more likely to return to a site that automatically recognizes them.
- 48% are more likely to make a purchase on a site that automatically recognizes them.
Social sign-in is preferred over other registration methods: 41% of consumers prefer to interact with brands via social sign-in, 35% via guest account, and 24% by creating a new account.
Social Sign-In Proponents Valuable to Retailers
For retailers in particular, social sign-in fans are a valuable consumer segment, tending to spend more money, buy online more often, and influence and be more influenced by social networks, compared with people who prefer traditional registration methods ("social sign-in critics"). For example, among social sign-in fans:
- 25% say they use social networks to make purchase decisions or influence others (vs. 13% of social sign-in critics).
- 35% say social network posts encourage them to buy products (vs. 16% of critics).
- 39% say they planned to spend more online during the 2010 holiday season than in 2009 (vs. 25% of critics).
- 54% planned to do more than one-half of their holiday shopping online (vs. 49% of critics).
About the data: Janrain commissioned Blue Research for the study, conducted in Dec 6-23, 2010 among a nationwide cross section of 657 adult consumers.
