The war for consumer identity on the web, a war fought by Facebook, Twitter, Google+, Yahoo and other networks, and founded on the use of social login, is heating up. Today, a person’s social identity has a huge role to play in defining their consumer preferences, and social login is the bridge between consumers and their social identities.
By implementing social login plugins on their websites, businesses experience dual benefit. Social login allows their customers to log into their site or app without filling out lengthy registration forms. This improves sign-up conversions. 92% of consumers report leaving a website because they’ve forgotten their username or password. Giving them an option to log in with their social accounts is a great way of getting around this problem.
Another huge benefit for businesses is access to valuable, first party, permission-based consumer data that helps them explore newer and deeper avenues of consumer engagement. Getting hold of a user’s social profile data gives you better understanding of user behavior and helps you personalize user experiences on your site. This improves conversions and revenue generation.
As a business it’s important to know which social network occupies maximum consumer mindshare to offer target users’ social login options that they are most likely to use.
A number of recent surveys have given us actionable insights into social login and its acceptability amongst consumers. Let’s take a look at some figures that this one by Gigya reveals, and try to analyze what they mean for your login strategy.
1. With 51% market share, Facebook is the social login consumers prefer.
Lesson: Last quarter, Facebook crossed 1.23 billion monthly active users. That’s massive, and it’s the kind of user base your business cannot afford to ignore. Couple this fact with the finding that 51% folks prefer to sign on with their Facebook credentials, and you’ve got a very good reason for offering Facebook login on your site.
2. Google Plus increased its market share from 26% in Q3 to 28% in Q4 2013.
Lesson: Social network enthusiasts are warming up to Google Plus, with the company announcing a massive 58% jump in users. With close to 1 billion registered users, Google Plus is rivaling Facebook’s growth figures. Google Plus sign-on simply makes better sense: if there is any social network that has the potential to loosen Facebook’s iron-hold over the social media landscape, it’s Google Plus. Also, we are looking at a not-so distant future where Android users will prefer using their Google Plus identities to log into websites. Why not future-proof your website right away then?
3. Facebook is the dominant social login for ecommerce sites, with 76% market share.
Lesson: Got an e-commerce site? Offer Facebook login. According to a report by Sociable Labs, consumers logging into an e-commerce site with their Facebook identity are nine times more likely to share deals and offers with their network as compared to those with regular logins. What this means for your website is improved brand awareness, better word of mouth and a huge opportunity to attract more traffic to your site.
So, leverage this 76% market share to improve your e-commerce site’s profitability. As a retailer, you cannot afford to miss out on an opportunity to improve your sales figures, and Facebook login is one of the simpler ways of improving website profitability.
4. Facebook tops social login on media and publishing sites.
Lesson: Facebook still retains the edge in this case, with a 45% share of social logins on media and publishing sites, but Google Plus isn’t doing too badly. So do not ignore one in favor of the other. What about Twitter, Yahoo! and the others? Yahoo has an 18% share of social logins while the others are in single digits.
Did you know that more than 30% of US adults use Facebook to get news? One reason for this is Facebook’s improved UX on smartphones and tablets for viewing updates. And many adults are consuming news on the move, which makes Facebook the ideal choice for going through the latest stories. This is one of the reasons why it captures 45% of the social login market share.
On the other hand Google Plus with its seamless GIFs and other user-driven features is an aspirant to Facebook’s throne in the near future. While the two social giants battle it out, it’s not your job to pick a favorite. Just offer both logins on your media or publishing site – it’s a win-win situation for you anyway.
5. Facebook rules and Google Plus follows closely, but you can’t ignore the others.
Lesson: While Facebook celebrated its tenth anniversary this year, Google Plus was launched just two years ago. But, the former is fast catching up with Facebook in terms of user base, which translates into increased popularity as a social login. As a website owner, you cannot afford to ignore the enormity of the consumer mindshare captured by these social networks. Make sure you offer Facebook and Google Plus login on your website, to optimize the use of social sign on.
A huge word of caution here: DO NOT forget Twitter, LinkedIn, and other networks, because they are important too. For example, LinkedIn login needs to be incorporated if your site targets professionals or B2B consumers. Blogging, publishing, and emerging influencer-based services such as Medium are effectively using Twitter for sign-ins.
Each sign-on has its own place in the scheme of things, and ideally the collection of social logins you offer on the site must reflect your website’s purpose, its target audience and the kind of social data you want to access. Social login now needs to be integrated – it ought to work on your mobile apps, function transparently alongside any third-party services or framework your site uses, and offer users a choice of login options cutting across various social networks. Popularity is a necessary determinant, but so is need when it comes to determining the acceptability of social login vis-à-vis the target users of your site.
via Business 2 Community http://ift.tt/1hgYYdN
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