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BizReport : Trends & Ideas archives : July 21, 2015

Convenience drives rise in social login use

More Internet users than ever are putting aside privacy concerns and using social logins to log in to a website or mobile app, according to a recent study.

by Helen Leggatt

On both sides of the pond, consumers are putting convenience above privacy and security concerns and using social logins to access websites and mobile apps.That's according to a survey of U.S. and U.K. consumers by identity management platform provider Gigya.

Almost 9 out of 10 (88%) U.S. consumers said they use social logins from the likes of Facebook, Google+ and Twitter, as did two-thirds (66%) of U.K. consumers. That's a rise of 11% in the U.S. and 6% in the U.K. since 2014.

Furthermore, the rise in social login use can not be wholly attributed to younger demographics. According to Gigya's surveys, three-quarters (75%) of U.S. consumers and 62% of U.K. consumers age 55 and older use social logins.

Consumers prefer the convenience of a straight-forward social login versus filling out registration forms (cited by 56%) or having to remember yet another username and password (43%). The ability to keep one identity across multiple websites appeals to 25%. It seems that the ease of use and convenience of social logins outstrips concerns about online privacy, which remain high. Ninety six percent of U.S. consumers said they were 'somewhat' (46%) or 'very' (50%) concerned about the privacy of their online data, as were 33% and 58% of those in the U.K. (91%).

"Although data privacy concerns are seemingly at an all-time high, it's evident that consumers are prepared to share their personal information with businesses if presented with a clear value exchange and a high level of transparency," said Patrick Salyer, CEO of Gigya. "In addition, as consumers continue to embrace advanced authentication methods, brands must equip themselves to handle an increasing volume and variety of rich identity data in order provide truly relevant 1:1 experiences."

Image via Shutterstock

Tags: data, personalization, privacy, social login

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