Coupled with increasing reluctance from consumers to maintain distinct usernames and passwords on each frequently visited site, brands are rapidly seeking ways to leverage social network identities within their own properties. Through a secure process known as social login, these identities can be used to speed up registration on sites across the web. But which identities do people prefer both for sign-in and content sharing?
Each quarter, we seek to answer these questions by analyzing social login and social sharing preferences for online users across the 365,000 websites using Janrain Engage.
When it comes to social login, people want choice. While Facebook is the most popular option at 45 percent, a majority would rather use a different social identity, such as Google, Yahoo, or Twitter.