Survey: Social login growing due to password fatigue
21 October, 2016
category: Biometrics, Corporate, Digital ID
Consumer frustration with passwords shouldn’t surprise anyone. A Janrain survey found that 75% of all consumers are frustrated but the security scheme and 58% of consumers saying a new password keeps them from signing up for a new account.
Social logins – using Facebook, Google and other social media sites – is one possible solution to this problem. Consumers are well aware of social logins – 95% of those surveyed – but 42% don’t see the value in using them.
While social logins can ease password issues, the survey shows that just over 50% of consumers from all income levels are likely to use social login. When it comes to the identities consumers are suing Facebook dominates with 45% of all social logins using that platform. Google comes in second with 26%, Yahoo at 10% and Twitter with 9%.
“Social logins are not only growing in popularity thanks to traditional registration and password fatigue, they’re an absolute must for online businesses as most high-valued consumers are no longer willing to sign up to a new site without them,” the report explains. “In addition, with all the recent data breaches, consumers are looking to new technology for safer and more seamless experiences that are personalized for them.”
When using social logins, consumers want transparency and to know how data is being used.
Nearly a quarter of consumers will share information if offered a gift or promotion, but twice as many — 47% — will share that same information if the company assures them they will not share the information further and if they know how that information is being used. Meaning trust trumps freebies.
Consumers are also comfortable using new authentication technologies. Two-thirds would be willing to use fingerprint scanning or voice recognition for accessing accounts online.
Janrain surveyed nearly 600 U.S. consumers about their thoughts on their identity and personal behavior when interacting with digital properties. That data was combined that with other aggregate data from Janrain clients that were collected around social login behaviors over the last couple quarters.
