2014 Janrain US Consumer Research: Social Login and Personalization

In October 2013, Janrain commissioned Blue Research to assess consumer attitudes of brands efforts to personalize digital interactions and whether social login is considered a valuable tool that supports these activities.

Surveying a cross-section of approximately 600 U.S. consumers, the results show that consumers are not only being mistargeted, but that 94% are taking action, including automatically deleting and unsubscribing from emails and never returning to websites as a result. At the same time, social login is now a familiar option for consumers, and more than 50% use it. More importantly, those who do use it are much more engaged and likely to be brand advocates.