Many small businesses have heralded the internet as a brilliant tool for customer resources, demographic information and consumer data, and while it has been that, it is beginning to change, forcing websites to alter their information-gathering strategies along with it.

A study released last week by Janrain and Blue Research found 75 percent of respondents take issue with websites' requests for information or registration and, consequently, may provide false information or leave the site altogether.

However, the study also found 66 percent of consumers are enticed by the option of merely signing in to Facebook, Twitter or Google as an alternative, suggesting internet users are not necessarily opposed to providing personal data, just the method in which it is requested.

"The rapid growth of social media has dramatically impacted consumers' expectations of websites and this shift in behavior can mean measurable benefits for businesses prepared to capitalize on the trend," said Paul Abel, managing partner at Blue Research.

In all, the report suggests the growing importance of social media, as it also found a significant link between buying habits and social media marketing, as 35 percent of respondents reported social network posts have encouraged them in the purchasing of various products and services.