Social Logins Seen Increasing Site Stickiness

January 19, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Personalization | Social Media

gigya-time-spent-on-site-by-log-in-type-jan12.gifUsers logged into a website using a social network identity (social login) spend 50% more time on the site (12 minutes) than those who use a standard login (8 minutes), and 140% more time than those who are not logged in (5 minutes), according to January 2012 analysis from Gigya. In addition, users logged in with a social network identity view twice the number of pages than those using a standard login (10 vs. 5) and more than double those not logged in (10 vs. 4).

Facebook Preferred Login

Gigya’s analysis, measured by 2011 implementations, indicates that roughly 3 in 5 users chose Facebook as their preferred identity provider during the year, with Yahoo (15%) a distant second. Google (12%) and Twitter (10%) followed, with LinkedIn holding just 2% of social login share.

According to December 2011 analysis from Janrain, Facebook (42%) was the #1 option in Q3 2011 for social logins, while 29% of users turned to their Google accounts. Yahoo (11%), Twitter (8%), and WindowsLive (4%) appealed to a far smaller subset.

Social Plug-ins Boost Time Spent, Page Views

gigya-time-spent-on-site-by-plug-in-interaction-jan12.gifGigya’s analysis also found that social plug-ins have a significant effect on time spent on-site: users who clicked on a comments login spent an average of 15.6 minutes on the site, compared to 5 minutes for users who did not interact with any plug-ins. Users interacting with newsfeed (12.5 minutes), shares (11.6 minutes), and social and site login (10.3 minutes) plug-ins also spent a significantly longer amount of time on the site than those who did not.

Plug-in use correlated with increased page views, too: users leveraging comments and share plug-ins viewed an average of 11 pages, compared to just 4 for those not interacting with any plug-ins. Those interacting with newsfeed (10.4) and login (8) plug-ins also demonstrated a higher average page view. According to Gigya analysis, users logging into a site with a social login are motivated by a desire to interact with the site and their social graph, such that social login is acting as a gateway for user engagement with various plug-ins.

About the Data: The value of social logins and plug-ins was measured by 2011 Gigya implementations. The company’s technology is used by over 40% of the web’s top 100 properties (as determined by comScore), and reaches a billion users across nearly 500 enterprises

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