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Social logins are on the rise. With the proliferation of digital lives and identities, people have grown increasingly frustrated with the challenges of managing multiple profiles across the Web. Social logins have provided a solution to this fragmentation for consumers, while enabling businesses to provide a better, more personalized user experience.
On the consumer side, social logins enable people to have a more secure experience using an established identity, without having to create a new profile and remember yet another password.