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Analysis of 150 Websites Using Facebook Login

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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.

Published in: Technology, Business
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Analysis of 150 Websites Using Facebook Login

  1. 1. Analysis of 150 websites using Facebook Login buttons January 2013 Mickael Bentz
  2. 2. Using Facebook LoginCopyright Neolane - 2012 Neolane confidential 2
  3. 3. What is Facebook Login? ► "Facebook Login makes it easy to connect with users on your app or website"  Its 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 informationCopyright Neolane - 2012 Neolane confidential 3
  4. 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 11Copyright Neolane - 2012 Neolane confidential 4
  5. 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 % The Facebook Login button Form filling automatically fills a sign in form 74 49% The Facebook Login logs you in Simple login (no forms) 73 49% Facebook Login lets you use open graph verbs to share what you Open graph listen, read, watch, etc. with 2 1.3% friends on FacebookCopyright Neolane - 2012 Neolane confidential 5
  6. 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 9 6% history or Work history Nothing 6 4%Copyright Neolane - 2012 Neolane confidential 6
  7. 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% 28.6KCopyright Neolane - 2012 Neolane confidential 7
  8. 8. For further details about Neolane Social Media Marketing Solutions http://bit.ly/neoSMM https://twitter.com/NeolaneCopyright Neolane - 2012 Neolane confidential 8
  9. 9. AppendixCopyright Neolane - 2012 Neolane confidential 9
  10. 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 100,000 (Entertainment) 3) CBS (Media) 100,000 13) Mon shopping social 60,000 (Cdiscount / E-commerce) 4) CNN (Media) 100,000 14) Mustang Customizer 50,000 (Automobile) 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) 50,000Copyright Neolane - 2012 Neolane confidential 10
  11. 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 50,000 (Fitness) 2. Channel 4 (Entertainement) 100,000 18. Lifetime (Media) 10,000 10. Oprah (Media) 50,000 18. Indystar.com (Media) 10,000Copyright Neolane - 2012 Neolane confidential 11
  12. 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 10 000 (Automobile) 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 10 000 (Entertainment)Copyright Neolane - 2012 Neolane confidential 12

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