There seems to be an increasing duality online, wherein consumers are concerned about their privacy but also enjoy the benefits of personalization. This duality has allowed the use of social logins to skyrocket.
Indeed, the latest personalization and privacy report from Gigya, a provider of social identity management solutions, indicates a consistent upward trend in social logins in both the U.S. and the U.K.
Gigya surveyed 2,000 men and women in the U.S. and 2,000 in the U.K., 18 years of age and discovered that the use of social logins has increased more than 30 percent in the U.S. since 2012 and six percent in the U.K. since 2014. This increase isn’t driven solely by Millennials: According to the survey 75 percent of U.S. consumers and 62 percent of U.K. consumers 55 and older use social logins to authenticate on websites and mobile apps.
The biggest factors behind the rise in the use of social logins is convenience and security. According to the report, 56 percent of U.S. consumers surveyed and 43 percent of U.K. consumers don’t want to spend time filling out registration forms, nor do they want to have to create and remember yet another password. Besides, it’s well documented that consumers are terrible at creating passwords.
While more consumers are using social logins, they’re also increasingly concerned about the privacy of their data. More than that, they want more transparency with regard to how their data will be used. Despite these concerns though, the report noted the rise of “Identity 3.0” wherein biometric authentication is being adopted by consumers seeking increased security and marketing relevancy.
Check out the infographic below to find out why consumers unsubscribe to marketing messages. Read the full report for more data on the growth in social logins, the need for transparency, and the rise of Identity 3.0.
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