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Updates on developments in data privacy and cybersecurity

“Convenience is King” When it Comes to Social Login Usage

By Inside Privacy on October 9, 2014
Posted in Data Security, International, Social Media, United Kingdom, United States

When you encounter a website or mobile app that requires you to log in or register, do you use your social media account to do so?  If you answered “yes,” you are part of a growing majority according to a Gigya survey, which found that social login use is on the rise as a result of consumers’ demands for convenience.

Gigya provides social login technology to web sites and mobile app developers.  For its 2014 State of Consumer Privacy & Personalization survey, Gigya surveyed 2,000 US and 2,000 UK adults ages 18 to 55 about their social login usage.  According to the survey, 77% of US respondents (up from 53% in 2012) and 60% of UK respondents have logged into a website or mobile app using a social network account.  Unsurprisingly, the top two reasons driving respondents’ use of a social login are:

  • “I don’t want to spend time filling in registration forms” (53% of US respondents, 60% of UK respondents)
  • “I don’t want to create and remember another username and password” (47% of US respondents, 46% of UK respondents)

Social login users and non-users have different perceptions about the security of their information submitted through a social login.  For US respondents who reported that they have “never” used a social login, the primary reason is the fear that the website or mobile app will sell their data.  However, 21% of US respondents reported that they use social logins because they feel that their personal data is better protected when using a social login.  Over 80% of both US and UK respondents reported abandoning an online registration form because of the amount and/or type of information requested.

Tags: login, mobile security, social login, Social Media, Social Networks
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