analysis of 150 websites using facebook login
DESCRIPTION
Neolane analyzed a sample of 150 leading websites using Facebook Login to see how they implemented it. We looked at what data was being requested as well as the volume of people using Facebook Logins. This presentation summarizes the results of our analysis.TRANSCRIPT
Analysis of 150 websites using
Facebook Login buttons
January 2013
Mickael Bentz
Neolane confidential Copyright Neolane - 2012 2
Using Facebook Login
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What is Facebook Login?
► "Facebook Login makes it easy to connect with users on your app or website"
It's a sign-on solution
► Facebook Login has a Monthly Active Users (MAU) count
Measuring the MAU determines engagement and data capture potential
1 monthly active user = 1 contact who grants access to some of his Facebook profile information
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Sample - Split by Geography & Sector
► 150 websites with Facebook login using leading social sign-on solutions, mostly US
► Media websites are clearly the biggest Facebook login users
Country Count
U.S. 125
France 9
U.K. 6
ROW 10
Sector Count Count Count
Media 68 CPG 6
E-Commerce 17 Travel / High-tech / Automobile 5
Entertainment 13 Non Profit / Sport 4
Retail 12 Other 11
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Facebook Login Types
► Form filling and simple login are the most common use cases
► Open Graph is still emerging
Type of login What is it? Count %
Form filling The Facebook Login button
automatically fills a sign in form 74 49%
Simple login The Facebook Login logs you in
(no forms) 73 49%
Open graph
Facebook Login lets you use open
graph verbs to share what you
listen, read, watch, etc. with
friends on Facebook
2 1.3%
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Type of Information Requested
► Email, birthday & current city are the most requested info
► Very few Facebook Logins do not request any information
Information asked Count % of count
Email 143 94%
Birthday 108 71%
Current city 88 58%
Likes 25 17%
Interests 21 14%
Personal description 17 11%
Photos or Hometown 11 7%
Friends’ information or Education
history or Work history 9 6%
Nothing 6 4%
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Average Monthly Active Users (MAU) of the Top 20 Sites Analyzed
► Websites connected to Facebook driving the larges user volumes pertain to entertainment, ecommerce, media and sports
► Other sectors drive roughly 2 times less activity
Type of login Count Percentage MAU
Entertainment 3 7.5% 70K
Ecommerce 3 7.5% 66.7K
Media 25 62.5% 61.6K
Sport 2 5% 50K
Other 7 17.5% 28.6K
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For further details about
Neolane Social Media Marketing Solutions
http://bit.ly/neoSMM
https://twitter.com/Neolane
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Appendix
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Global Top 20 "Facebook Login" Apps (MAU)
Application MAU Application MAU
1) AlloCine (Media) 310,000 11) MTV.com (Entertainment) 100,000
2) ABC.com (Media) 100,000 12) Channel 4 Registration
(Entertainment) 100,000
3) CBS (Media) 100,000 13) Mon shopping social
(Cdiscount / E-commerce) 60,000
4) CNN (Media) 100,000 14) Mustang Customizer
(Automobile) 50,000
5) Univision.com (Media) 100,000 15) Canalplus.fr (Entertainment) 50,000
6) Imvu (Media) 100,000 16) Oprah.com (Media) 50,000
7) Tune In (Media) 100,000 17) NBA All-Access (Sport) 50,000
8) Cent (Media) 100,000 18) NHL.com (Sport) 50,000
9) Swagbucks (E-Commerce) 100,000 19) TVGuide.com (Media) 50,000
10) Daily Mail Online (Media) 100,000 20) GSN.com (Media) 50,000
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Top 20 "Simple Login" Apps (MAU)
Brand MAU Brand MAU
1. Allociné (Media) 310,000 10. TV Guide (Media)
50,000
2. ABC (Media) 100,000 10. GSN (Media) 50,000
2. CBS (Media) 100,000 10. Zeebox (Media) 50,000
2. CNN (Media) 100,000 10. USA Today (Media) 50,000
2. Imvu (Media) 100,000 10. Forbes (Media) 50,000
2. Cent (Media) 100,000 10. Yellow Pages (Service) 50,000
2. Swagbucks (E-commerce) 100,000 10. OpenSky (E-commerce) 50,000
2. MTV (Entertainement) 100,000 18. Map My Fitness
(Fitness)
50,000
2. Channel 4 (Entertainement) 100,000 18. Lifetime (Media) 10,000
10. Oprah (Media) 50,000 18. Indystar.com (Media) 10,000
Neolane confidential Copyright Neolane - 2012 12
Top 20 "Form Filling" Apps (MAU)
Brand MAU Brand MAU
1. Univision (Media) 100 000 8. CBC (Media) 10 000
1. Tune In (Media) 100 000
8. iVillage (Media) 10 000
1. Daily Mail Online (Media) 100 000
8. Car and Driver (Media) 10 000
4. NBA (Sport) 50 000 8. Autotrader.com
(Automobile)
10 000
4. NHL (Sport) 50 000 8. Garmin (High Tech) 10 000
4. David’s Bridal (E-commerce) 50 000 8. Jetstar (Travel) 10 000
4. The Economist (Media) 50 000 8. L’Occitane (Retail) 10 000
8. NBC (Media) 10 000 8. The Daily Beast (Media) 10 000
8. Fox (Media) 10 000 8. Metro (Media) 10 000
8. GameFly (Video Games) 10 000 8. Universal Music
(Entertainment)
10 000