While there have been a lot of concerns about the privacy related to using social logins on third party sites, a new study has found that they are extremely popular. The survey that was run by Gigya found that 88% of the 2000 consumers that they asked have reported that they use social logins to access sites and apps.
This is a survey they have done in the past, and the usage continues to go up. Over the past year it has gone up by 11% and in 2012 it was only 53% of people using the service, meaning adoption has grown by 35%.
Not surprisingly, most people who use these types of services reported that they did it because of the convenience. 56% said it was to avoid having to fill out multiple registration forms. 43% said they didn’t want to have to remember another username and password. 25% reported that they liked using the same ID while getting a more personalized experience.
While people are clearly using and enjoying this type of login, they are still concerned about the privacy. The survey found that 50% of people were ‘very concerned’ and 46% of people were ‘somewhat concerned’ about online privacy. This survey really shows that people will be happy to give up privacy in order to get convenience. This is important to keep in mind when planning any type of marketing effort, not just social sign ins.
