Chances are, somewhere along the line you’ve encountered the opportunity to log into a site or application using your Facebook or Twitter account. Social logins are becoming increasingly common among the startup lot because of the perceived user convenience factor — but let’s take a step back and consider what consumers think of this option.
While some of us have dozens of apps connected to Facebook and Twitter, others avoid the social login process completely. A recent survey from Gigya takes a closer look at consumer use and perception of social logins, citing several reasons why users are either for or against the option.
Do people actually use social login?
Of the 2600 U.S. consumers surveyed, just over half said they have used social login to log into a website or mobile app.
Why do people use social login?
The survey asked those who do use social login why they take this route. The top three reasons were not wanting to remember yet another username and password, avoiding lengthy form completion, and the ability to share their website or app activity directly to the connected social network.
For more on the pro-social login argument, check out this recent (and very thorough) Quora answer from tech evangelist Robert Scoble.
Why do people avoid social login?
For those who prefer not to use social logins the top drawbacks were not wanting to share personal information to a social website, hesitation to broadcast app activity on social networks, and worries about how their personal data will be used.
For more on the anti-social login side of the argument, this blog post from MailChimp shows why the company implemented and then quickly removed social login options on their site.
Combatting social login anxiety
When asked how the social login process could be improved, most users seemed to be looking for very simple privacy reassurance. About half of the respondents said “a short, clear message explaining which data is collected would make them more comfortable using social login.” Other suggestions were third party verification badges and obvious links to the company’s privacy policy.
Is social login right for your brand?
Social login has its fair share of pros and cons, but what it really comes down to is whether Facebook or Twitter login is a fit for your unique product. Before opting for or against the feature, ask yourself a series of product and audience-focused questions.
- Are you serving businesses or consumers?
- Are most users coming from mobile or desktop?
- Are your users likely to be early adopters, or a bit more conservative when it comes to online privacy?
Facebook Connect image from designmoo.
