[OpenID board] Market research results

Brian Kissel brian.kissel at gmail.com
Tue Feb 8 22:31:10 UTC 2011


FYI:
http://www.janrain.com/blogs/research-study-consumer-perceptions-online-regi
stration-and-social-sign

 

Don & Amanda, feel free to site this in the 2010 year in review report.

Some of the results from the nationally representative sample of over 600
consumers weren't too surprising -75% are bothered by website registrations
and will change their behavior as a result, including leaving the site
altogether. 76% admit to having provided incorrect or incomplete
information.

A clear majority - 66% see social sign-in, accessing a site by using their
Facebook, Google, Yahoo, Twitter, or other account, as an attractive
alternative.

The survey shows stark behavior differences between the respondents favoring
social sign-in ("fans") and those who prefer traditional methods
("critics").

.        21% of the social sign-in fans planned to spend more money during
the 2010 holiday season, compared to only 16% of the critics

.        39% of the social sign-in fans planned to do more of their shopping
online than last year, compared to only 25% of the critics

.        25% of the social sign-in fans use social networks to influence
others or make purchase decisions, compared to only 13% of the critics

.        35% of the social sign-in fans admit to making a purchase based on
a positive social network post, compared to only 16% of the critics

Consumers inclined to use social sign-in are more valuable to companies;
they are more likely to return to sites offering social sign-in, they spend
larger dollar amounts on the site and have more favorable views about the
brand.

 

 

Cheers, Brian

 

brian.kissel at gmail.com

Cell: 503.866.4424

Efax: 503.296.5502

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