Web surfers who log into third-party sites with Facebook Connect spend an average of 50 percent more time on those sites, and view twice as many pages.
That’s according to research from Gigya, which provides social plug-ins for websites.
Gigya also found that Facebook accounts for 62 percent of those social logins, followed by:
- Yahoo, 15 percent;
- Google, 12 percent;
- Twitter, 10 percent; and
- LinkedIn, percent.
Once users have logged into third-party sites via Facebook Connect or other social plug-ins, they spend the most time in the comments section, and comments and shares tied for first place in terms of page views.
Gigya Chief Executive Officer Patrick Salyer added in a blog post:
The results clearly show that on-site social technology brings real value to sites. Perhaps most notably, we can see that social login and social plug-ins are correlated with major increases in time spent on-site and page views.
The biggest increases in time spent and engagement are seen when users leverage social login and interact with our comments plug-in, allowing them to share opinions on content and interact with other users — including those from their social graph — on-site. From these points alone, it’s fairly easy to conclude that users want to be social wherever they go across the Web.
Diving a bit deeper, it seems that when a person logs into a site with social login, they’re doing so because they want to interact with the site and with their social graph, resulting in the same benefits of increased time spent and page views that social networks enjoy. In essence, social login is acting as a gateway for user engagement with plug-ins like comments, sharing, game mechanics, and activity feed.
Readers: Do you find yourself spending more time on third-party sites if you log in via Facebook Connect?