Why Consumers Are Increasingly Using Facebook to Log Into Websites

Why Consumers Are Increasingly Using Facebook to Log Into Websites

If given the choice, how often do you use one of your social media log ins, such as Facebook, Twitter or LinkedIn, to access a website or mobile app?

If you ever access websites or mobile apps via social media accounts then you are part of a growing majority according to a study by Gigya which found that social login use is on the rise due to consumers’ demand for convenience. And when it comes to using social media accounts to access sites, Facebook leads the way as the most used. In fact, the social media giant expanded its share of worldwide social logins during Q1 of 2015 with 63% of the total. Google+ was the only other social network that retained its “sizable” share of logins at 21% in the first quarter of 2015. Twitter surpassed Yahoo at 6% vs 5% and LinkedIn only accounted for 2% of the total.

social network ids

LoginRadius reported similar findings with Facebook being the most preferred social network for logging into a website with a 72% share – also an increase up from 65%. Google+ trailed in second again but at a distant second at 20%. All other social sites had less than 5%.

Facebook should continue to see increases in social logins as usage jumped from 45% to 77% over the past two years and should continue growing in 2015. A vast majority of respondents (66%) cited that they will use their social media log in to access a website or mobile app “whenever it is an option” or “often” which almost doubles the percentage from 2012. The reason? More than half of consumers simply feel comfortable using social logins which have a clear indication of what data will be collected and how it will be used.

Desktop tends to be the device of choice for social logins accounting for 57%. While mobile is at 43% there has been an obvious shift in usage over the past two years particularly with Facebook. Almost 75% of social network IDs used globally to sign into other sites or mobile apps from mobile devices are using Facebook accounts.

Mostly, consumers use social logins (53%) because they do not want to spend time filling in registration forms and 47% do so because they do not want to create or remember yet another password. Additionally, 84% of the respondents said they abandoned filling out a form because they were unhappy with the amount of information being asked of them.

“It’s clear that consumers today have reached a threshold where convenience is king. Our study shows that social login use is becoming essentially ubiquitous and is becoming a standard for consumers when interacting with brands on web and mobile,” said Patrick Salyer, CEO of Gigya, which will process more than one billion logins in 2014. “Yet the need for transparency into how information is being collected and used has not diminished. Consumers are willing to share information if they know what it is being used for and how it will benefit them.”

Social logins are becoming an increasingly popular way to access websites and mobile apps. As a result, there is potential for marketers and businesses to enrich their understanding of their customers both in the social context and outside of it with the data that can be collected as a result of these logins.

About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.

To read more of the article that inspired this blog, please visit:http://www.emarketer.com/Article/Surprise-Facebook-Dominates-Social-Logins/1012400