According to December data from Gigya, a company that builds social sign-in infrastructure for brands, 47% of US internet users have never logged in to a website or mobile app using social sign-in.
Among the respondents who did sign in using Facebook, Twitter or the like, convenience was the No. 1 motivating factor, Gigya found. Internet users have an ever-expanding number of login IDs and passwords. Among those who use social login, being able to simply use a known network combination and bypassing lengthy registration forms were each cited by over half of respondents. Read the rest at eMarketer.