Consumers Are Using Social Logins for Convenience and Security

A new study found that more than half of consumers using social logins don't want to waste time registering when they visit a new site.

social logins

As logging in without registering becomes the default method of doing business with a new website, for more consumers, social logins are becoming increasingly important. New data from Gigya, a provider of social identity management solutions, shows us the attitudes of consumers towards social logins and what that means for businesses.

The 2014 State of Consumer Privacy and Personalization was a survey conducted by OnePoll and Gigya of 2,000 U.S. adults aged 18 to 55. The first interesting thing to note is how much social logins have grown in just two years. In 2012, only 53 percent of respondents had ever logged in socially in 2012; by 2014 it was up to 77 percent.

What’s more is that users are now choosing social logins more frequently. Thirty-four percent of respondents said they ‘always’ use a social login, 32 percent use them ‘often’ and 33 percent use them ‘sometimes.’ Only one percent of users never use a social login, down 28 percentage points since 2012.

The main reason consumers use social logins is convenience: 53 percent said they didn’t want to waste time filling in registration forms. Forty-seven percent didn’t want to have to create another username and password and 26 percent wanted to share to their social networks when they were logged in. Social logins could well replace traditional logins in the same way that Visa and Mastercard became credit card standards — there’s a solid infrastructure.

Security is still a concern for consumers. Twenty-one percent of consumers believed their personal information was safer if they used a social login. Eighty-four percent of consumers have abandoned registering for a site because of the amount or type of information that was requested. However, social logins only really provide for additional security if consumers use two-factor authentication.

Gigya also found that consumers want companies to be clear about how their data is going to be used and don’t want companies sharing their data. In the end, if companies want to compete for consumers, implementing social logins in a transparent and easy manner will likely get them the biggest win.

View Gigya’s report for more information on what your business can do to keep consumers happy.

Publish date: October 1, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT