Consumers demand social logins for brand sites too
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.