Consumers have grown comfortable with using social network IDs to log in to other websites and mobile apps. According to July 2014 research by OnePoll for Gigya, 77% of US internet users ages 18 to 55 had signed in to sites or apps via social login, up from 45% in 2012. When asked about how frequently they logged on to such platforms with their social IDs, two-thirds said they often or always did, compared with 35% of respondents to Gigya’s 2012 survey.
Why the interest in social logins? Respondents were most likely to access a website or app with a social network ID in order to avoid filling out new registration forms—in other words, save a few minutes. Not wanting to create and remember another username and password was also a top reason for logging in with a social ID, cited by 47%. Considering that social users worry about privacy on social networks, they were least likely to sign in to sites via social because they felt more secure about their personal data when doing so. Read the rest at eMarketer.