According to customer identification manager LoginRadius, four out of five people dislike the tedious process of providing personal information for website registration. The Baynard Institute, a web research company based in the UK, reports that 35 percent of online shoppers abandon their shopping carts due account creation requirements, while ITProPortal estimates that we will have over 200 digital accounts to manage by 2020.
This could be why American business magnate Bill Gates predicted the death of the password at the RSA Security conference in 2004: “There is no doubt over time, people are going to rely less on passwords. People use the same passwords on different systems, they write them down and they just don’t meet the challenge for anything you really want to secure.”
Social media acount logins have become a popular alternative to online registrations. The process allows internet users to use a single-sign-on that leverages the existing information contained within platforms such as Facebook, Twitter or Google.
LoginRadius claims 93 percent of consumers prefer to use a social login over traditional email registration. Facebook took the lion’s share with 53 percent, while Google, Twitter and others made up the remaining 40 percent.
The benefits of a single-sign-on account are not limited to ease of use, as corporations also stand to gain an edge. We are living in age that is referred to as an Attention Economy, and human attention is treated as a scarce commodity.
As opposed to bombarding potential customers with irrelevant information, websites are now able to harness the information provided when a consumer uses a single-sign-on account. This information includes the user’s name, email, hometown, interests, activities and friends.
With personal insight into a customer’s online personality, corporations are now able to tailor content specifically to the user. However, this single-sign-on luxury can ...