According to a recent study by Monetate just under a half of all US consumers prefer to use a social log-in when creating a new or guest account on an e-commerce site.
Facebook was by far the most popular with 60% of US consumers preferring to log in through this platform. LinkedIn was the least popular at 7%
Product reviews figure highly on social media habits with 68% of consumers preferring to use social media for this purpose.
Being able to comment after signing on using social media also increases the time exposure a site has. Consumers who can't sign on and comment or share spend two thirds less time on a site compared to those that can.
One of the big attraction of a social log-in is that it is rapid and this increases user adoption. Spamming is also reduced as social networks are rigorous in eliminating duplicate accounts and auhtenticating people who sign up.
