Social Login – Is it a game changer
Social Sign in or Social Login is a form of single sign on using existing login information from social networking sites like Facebook, AOL, LinkedIn, Twitter or Google+ and others, in the third party website in lieu of creating login account specifically in their website. This in turn helps web developers to provide more accurate and reliable demographic information. This information is used by marketers, product managers, social media enthusiasts and business owners to position their products and services.
According to Blue Research study, three out of four internet users will leave a website when asked for registration in their website. These may be due to users does not want to remember the login id’s and password of all the websites they have registered. In other words, to encourage the internet users, marketers started using Social Login to their websites for better conversion to their sales.
When you provide a Social Login for your product or services, in turns it helps to strengthen the social perception of the brand. Better rate of opt in rates and improvised data collection in terms of profile management. It also reduces of risk of abandonment, increases accuracy of data and amount of data too.
According to a recent study by loginradius, where social login preference is more on Facebook, followed closely by Google+. Most of the users use Facebook login to get into the site, a staggering 49% followed by 29% Google+ users.
A pattern was established from the study that 56% users are males and 44% are females who use this facility to access third party sites.
In terms of usage of social login by age groups, people under 35 years are more likely use the social login facility in a website which is around 71%. However user engagement and return rates weigh in favor of user above 35 is around 37%. One more point to be noticed, male users will return login by 65% which is above 30% more than females.
The study further threw light on usage of social login on other devices like mobiles and tablets. It gained popularity by 84% with the PC users and 16% in terms of Mac users, followed by 7% by android users.
Facebook leads the packs by 53% in terms of Global Social Sharing Popularity, followed by Twitter and Google+. Trends are improving for Google+ by 29% in terms of Social login. These may be due to higher penetration by smartphone in recent years.
The significance of these findings are very clear, just embedding a button into your website and giving options to users like Google+, Facebook or other social media login can improve conversion and give marketers or product managers to understand the customers behavior. This helps in better segmentation, personalization and targets advertisements without affecting acquisition rates.