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Home » Engagement, industry research, Social Business

Consumers demand social logins for brand sites too

Submitted by on April 11, 2012 – 10:28 amOne Comment

If you’re like most of us, you cannot keep track of the varied username/password protocols required to log back into a particular website. Is it the four-digit password or the eight-, you wonder? Is it the alpha-numeric version? Are symbols required? Right. I forget. Send me the change password details to my in-box and I’ll start over. And so the cycle repeats itself again and again. It’s not surprising then that a new piece of research tells us consumers want to do away with this game of guess-the-password in favor of social logins.

What’s a social login, exactly? It’s the ability to log into a website using a preferred social network identity, i.e., logging into a branded site using your Facebook or Twitter log-in. According to Portland, Ore-based Janrain, 85% of UK consumers advocating that social media login should be offered by all websites. It’s not surprising that Janrain finds the number to be so high. It’s in the business of giving companies user management solutions for the social web, one of which is fitting branded sites with social logins.

On occasion of Janrain’s new move to London, the seat of its European operation, Russell Loarridge, European Sales Director at Janrain, explains, “there is a very rapid shift taking place in the b2c market, which brands must act on now. Most consumers are now so comfortable with social media and the concept of sharing personal detail in the public domain, that they are starting to expect brands marketing and sales activities to be able to offer a more personalised experience.”

Janrain says that the gap between consumer wants and website response is still far apart. “With 85% of UK consumers advocating that social media login should be offered by websites and indeed over 50% having already come across and used  social login, it is becoming clear that companies who are not engaging with their audience in this way will lose favour and custom very rapidly to competitors who are offering a more ‘social’ experience,” Loarridge says.

One Comment »

  • Jenn Emerson says:

    I am sure that number is reflective of the attitudes in North America and around the globe, too. It’s funny to think about how Twitter and Facebook have become the standard for social networking. Though we do not own our profiles and pages out there, there still is the sense of ownership. And, despite the news stories we’ve heard over the years about how Facebook is using/exploiting our personal info, we still have a sense of trust to make these networks king.

    It makes sense that people want to experience everything that a company’s social website/community has to offer, but also want to pare down all those passwords/usernames. It’s like how we are starting to realize that the concept of multitasking at work is literally a “no-brainer” because it leaves you with no brain. No one wants to mutli-password either. (LOL! Did I stretch that correlation far enough?)

    Telligent introduced social login last year ( and customers love it. Hopefully, companies will be able to catch up to the 85% to meet customer wants. As sure as they do, that percent will rise to 100%.

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