analysis of 150 websites using facebook login

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Analysis of 150 websites using Facebook Login buttons January 2013 Mickael Bentz

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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.

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Page 1: Analysis of 150 Websites Using Facebook Login

Analysis of 150 websites using

Facebook Login buttons

January 2013

Mickael Bentz

Page 2: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 2

Using Facebook Login

Page 3: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 3

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

Page 4: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 4

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

Page 5: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 5

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%

Page 6: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 6

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%

Page 7: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 7

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

Page 8: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 8

For further details about

Neolane Social Media Marketing Solutions

http://bit.ly/neoSMM

https://twitter.com/Neolane

Page 9: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 9

Appendix

Page 10: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 10

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

Page 11: Analysis of 150 Websites Using Facebook Login

Neolane confidential Copyright Neolane - 2012 11

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

Page 12: Analysis of 150 Websites Using Facebook Login

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