With the world racing to chase time and expecting long and lengthy processes to metamorphose into a one click task, a lot has become redundant in just a matter of a few years. The technology shift is close to 100% and the digital economy is growing at an unprecedented rate. As per the World Economic Forum, 60% of global GDP will be digitized by 2022. This consolidates the fact that the only way for businesses to survive in the future is by adapting and delivering services as per the ever-evolving digitization.
Digitization has many aspects. It can start right from the availability of an online imprint to empowering the users enough so that they can complete an entire transaction with a single tap on their mobile screen. In this blog, we will discuss one such digital functionality - Social Login; its acceptance, concerns and benefits worldwide, so as to help organizations with public sites in better decision making, as to whether they should consider introducing social login or not.
It is the single sign-on ability of the users. Using their social accounts like Google, Facebook or Twitter, they can authenticate and register themselves on your website or application. This is a quicker way of enabling the user to log on to your site, rather than asking them to fill out an entire form. Apart from being time saving there are other benefits of enabling social login that are described further.
We have seen that these social platforms already provide us with information around a user’s interests, demography, etc. Additionally, some analytics can easily be put around and used to present a more contextual and personalized content experience to the website or platform users having such integration in place.
An interesting study from Gigya tells us why Social login is getting more popular
While there are several debates around data privacy on these social media accounts, an overwhelming population still prefers convenience over privacy. Out of the 2000 consumers surveyed, about 88% preferred using their social logins. Each year this number is increasing substantially. But the survey also found that about 96% of the respondents can be classified under two categories, about 46% are somewhat concerned about their privacy and about 50% are very much concerned about their data privacy. So this safely concludes that consumers are willing to share details if the service in exchange is worth it.
Some of the key takeaways from the Digital 2020 Global digital overview are:
Even google analytics can help in analyzing the rise in traffic through social channels over a period of time. As an example below from a client’s undisclosed site, it is clearly seen that traffic coming from social sites is quite high.
Key Concerns or Barriers:
While it brings along several benefits, there are some barriers that need to be taken care of, some of these are mentioned below:
So, overall the bringing in Social Login has several benefits that indirectly impact the strategies and business goals. However, this would require a thoughtful assessment considering all the aspects. In need of proper business analysis and the inclusion of social login on your platform, you can talk to our experts for a balanced overview.