SYS-CON MEDIA Authors: Elizabeth White, Ed Featherston, Kevin Benedict, Adrian Bridgwater, Carmen Gonzalez

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Social Login Study Reveals Password Fatigue May Cost Companies Lost Sales Online

92% of Respondents Leave a Website During Sign On and More Than Half Report 5+ Password Combinations

PORTLAND, OR -- (Marketwire) -- 02/11/13 -- Janrain, the leading provider of user management solutions for the social web, today announced that the full results of their Consumer Perceptions of Social Login study conducted by Blue Research, an independent research consultancy, are to be released during a webinar to be held February 12th.

The study, conducted in October 2012, shows that consumers are becoming tired of having to remember so many user name and password combinations to register and login to their favorite websites. More than half reported having more than 5 such combinations. Password fatigue may be costing companies business as 92% of respondents reported leaving a website during sign on versus resetting or recovering password information.

It also appears that social profile data can help online marketers to better target the 98% of consumers surveyed that report having received information not relevant to them. The research also showed that more consumers seem willing to share personal information via their social login -- the ability to use an existing ID from a social network such as Facebook, Google, Twitter, etc -- to login or register on a site -- in exchange for a more individualized experience and to eliminate misdirected ads. More than half (52%) reported using social login. There's an opportunity for online marketers to leverage awareness and use of social login to personalize website experiences.

Other key findings:

  • 65% of consumers agree they are more likely to return to a website that automatically welcomes them through social login.
  • 67% say site personalization is highly attractive.
  • 78% of people navigate to a website after it's mentioned by someone in their social network.
  • 72% consider buying based on positive recommendations from social networks.

Webinar
Paul Abel, Ph. D., Managing Partner, Blue Research, will provide insights regarding the full report in the first of Janrain's Masters of Online Registration webinar series during a session titled, "The Value of Social Login, Solving the Engagement Gap" to be held February 12, 2013 at 10am Pacific Time. For more information, please visit http://janrain.com/registrationseries

About Janrain
The Janrain User Management Platform (JUMP) helps organizations succeed on the social web by providing leading technology to leverage the popularity of social networks and identities for user acquisition, engagement, and enhanced customer intelligence. Our solutions, including social login, social sharing, social profile data collection and storage, access to the social graph, and digital strategy services, improve the effectiveness of online marketing initiatives for leading brands like Fox, Universal Music Group, Whole Foods, Purina, Samsung and Dr Pepper. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082 or visit www.janrain.com and follow @janrain at twitter.com/janrain.

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