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.