The Power of the Facebook Login on Mobile
You’re about to create a new login for a site you’re likely to visit often. You can submit your email and password and probably fill out a longer form or you can click to hook your account to your Facebook profile. Which would you choose?
Last year, I would have chosen to fill to fill out the form, no matter how lengthy because it just felt wrong giving everyone access to my Facebook account. Now. . . not so much. Yesterday, after reading a post on the Facebook Developer Blog, I paid attention to my logins and found that I was using a Facebook for the majority of my routine logins.
The upside is obvious. It’s fast and you don’t have to remember your username or password or which email you used to sign up.
The downside is that, in spite of assurances otherwise, it feels like I’m giving sites access to my information. It’s also an issue if I need to share access to a site with someone else but that’s a rare case. Mostly, I don’t like doing it but ease has won out over privacy concerns.
Looking strictly at mobile – wow – clicking that big, blue Sign In with Facebook button beats typing in an email and password any day. (I need a shorter email.)
According to the Developer Blog, Facebook logins benefit both the app user and the app maker. They recently posted a couple of success stories:
Threadflip offers a simple and intuitive way for people to buy women’s fashion. Threadflip found that Facebook Login users:
— Spend twice as much time using the app
— Are 38% more likely to make a purchase in their first week of using the app and 50% more likely to make a repeat purchase in their first month
— Perform 3x as many social actions (likes, follows or comments), and are 2x more likely to invite users from their social networks
— Have a 30% higher average lifetime value
Any one of those points would be worth it but all together, they point to the power of the Facebook login. Here’s another:
Applauze, a Parse-powered app, lets people easily discover and buy tickets for concerts, sports, and other events. Applauze found that, compared to people that use other sign up options, Facebook Login users:
— Account for 70% of their top 100 spenders
— Return to the app 20% more often and are 27% more likely to be repeat buyers
— Spend more per order on average
The takeaway here is if you don’t offer a Facebook login option on your mobile app or website, it’s time for a change.