[OpenID board] Market research results

Dick Hardt dick.hardt at gmail.com
Wed Feb 9 00:37:51 UTC 2011


I'd be interested in how you think this is relevant to OpenID. Clearly Facebook followed by other accounts is solving the SSO and registration pain. How does OpenID fit into this?

-- Dick

On 2011-02-08, at 2:31 PM, Brian Kissel wrote:

> FYI: http://www.janrain.com/blogs/research-study-consumer-perceptions-online-registration-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
> <image001.jpg><image002.jpg>
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