Trends in social login
The social login is doing very well: in recent years, it has grown tremendously, to the point that 93% of users prefer it today to traditional registration with the email address, according to a survey carried out by Login radius. The 25-34-year-olds are the most fervent users, in front of the 18-24 years, the 35-49 and the 50 years and more. Two companies share the lion’s share: Facebook, which is used in 53.1% of social logins, and Google +, adopted by 44.8% of users. Very far behind come Twitter, LinkedIn and Yahoo.
An easier connection
The main advantage of social login is its instantly: by pressing a simple button, the user can register or identify himself to a service offered by a website or a mobile application, without any manual input. The registration form appears pre-populated using the information provided by the user when he or she signs up on Facebook, Google+ or Twitter.
A feature that enhances the user experience
Social login is thus an essential alternative to traditional identification by email and password. It solves identification problems, forgetting and changing passwords. In some cases, the simple fact of having to choose and retain a password makes Internet users shy away: a study carried out in 2016 on 600 American consumers reveals that half of them prefer not to register for a service requiring a password.
Advantages of brands
Social login does not only improve the user experience; it is also a boon for brands and companies. It gives access to a wealth of demographic information, such as age, occupation or place of residence. Users can be segmented into different groups, and personalized emails and offers can be sent to them. The “sharing” option, which allows users to share their progress or participation with their network, offers immense visibility to brands at low cost.
7 Considerations for Using Social Login on Your Website and/or App
- The Purpose of your Website/App Must be Easily Understood
- Explain Why User Login is required to Use the Website or App
- The Key is using the Appropriate Social Networks
- Ask for the Right Information
- Give Users an Inkling of What to Expect if They Share Their Social Credentials
- Make Sure They Can Opt Out if They Want To
- Understand the Concrete Benefits of Social Login