Reasons not to use social login
“ There is often a link with your wall and I don't want everyone to know where I log in and what I do there.”
“The risk of overlooking, when registering, which privileges/rights a new party assigns to itself. I have too little confidence in the provider's promise that certain rights cannot actually be appropriated (see Twitter/ Damiaan Reijnaers case last week).”
“I also have my doubts about the future: 3 years ago everyone still had Hyves, why would we still use list to data Facebook in 3 years, for example?”
2. Facebook is favorite social login
Logging in with a Facebook account is by far the most popular among users, 71% say they prefer to use this account for this. And although Twitter is often offered as a social login in addition to Facebook, only 18% of users say they prefer to use this account. A Windows Live account is not mentioned by any of the participants.
The use of a social login seems to depend strongly on the subject of a website or app. For less sensitive subjects (such as buying a piece of clothing, a book, a holiday or entertainment) people are more likely to log in with a social media account than for more sensitive subjects.
More than 90% of users will (probably) never log in via a social media account when buying an erotic product or viewing financial data. In addition, a few people indicate that there is a difference between logging in to a bank or insurance company:
“ I would never log in to my bank or credit card account with Facebook. I would do it faster with an insurance company, because no money can be transferred from there. And some insurances are not really privacy-sensitive: I would not find a car insurance, for example, but I think I would find a health insurance.”
Is offering a social login worth it?
Are you considering offering a social login as a company? In general, the user is not (yet) waiting for this. Therefore, first take a good look at the type of product you are offering. Is it a sensitive subject? The customer will probably not use it.
If it is a less sensitive topic, it may be interesting for the customer. Make it clear on the login screen that users can decide for themselves what they want to share on their social network (see example Spotify).
Also consider the social media use of the target group. The user in this study spends an average of 7 hours per week on social media. Is your target group more often on Facebook or Twitter? It is possible that they are more likely to use a social login.