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The Rise of Social Sign-on


Social sign-on is an authentication process that allows users to connect with an app or website using their existing social media profiles. This type of login increases convenience for the end user by removing the need for them to create new usernames and passwords for every new account. Instead, they can use an existing social media account, such as Facebook or Google, and sign on with one click. Social login is becoming increasingly popular among businesses due to its convenience for consumers without compromising security.


The most apparent reason more businesses are using social login is that it’s convenient for their customers. By allowing customers to sign into your site or app using their existing social media accounts, you’re making it easy for them to access the products and services you provide. This is important because research has shown that the better the online customer experience, the higher the retention rate of consumers. 86% of users report being bothered by creating new accounts on websites, while 92% will leave a site instead of resetting or recovering their login information. Social sign-on eradicates this problem.


The rise of social login is also attributed to more businesses leveraging social media to increase brand awareness. Firms understand the amount of power social media has and are taking advantage of it to promote their products and services. A Statista report indicates that 73% of Internet users prefer social login over the lengthy registration process. These figures are expected to climb in the future years.

A 2018 Hootsuite and We Are Social report found that social logins on websites had increased by 50% since 2017.

A State of Consumer Privacy & Personalisation survey stated that 94% of 18-24 years old and 95% of 25-34-year-olds had used social sign-on to log in and preferred it to create a username and password.

The rise of social login is particularly pronounced in the hospitality, travel, and e-commerce industries. Hospitality businesses like hotels are increasingly leveraging social login to attract customers. Social login on hotel booking sites makes it easy for customers to check in and access their hotel rooms without filling in tedious registration forms. In the e-commerce industry, social login is used to make it easy for customers to purchase on various websites.


Social sign-on is most beneficial for businesses that interact with customers via social media and have implemented customer accounts making it easier to interact with your business online. Through this, consumers can log in with their existing social media accounts and access all the information related to their account on your website. This also brings in the opportunity for personalization. As soon as a user login with social media on a mobile app, the provider immediately receives the information about the consumer. Firms can then tailor their customer support and marketing accordingly.


Then this data will help in personalizing the messages and push notifications and even tailor your promotional emails. Push notifications can triple your conversions if you apply a user-centric approach.

Using social login has become increasingly popular as brands have realized the value social media can bring to their businesses. By leveraging existing social media accounts, companies can promote their products and services while making it easy for customers to access the systems they interact with on social media.

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