The document analyzes 150 websites that use Facebook Login buttons. It finds that form filling and simple login are the most common uses of Facebook Login. Media websites are the most frequent users of Facebook Login. The analysis also examines the types of user information requested, monthly active users per site, and other details about how Facebook Login is implemented on different types of websites.

1. Analysis of 150 websites with
Facebook Login buttons
January 2013
Mickael Bentz

2. Using Facebook Login
Copyright Neolane - 2012 Neolane confidential 2

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
Copyright Neolane - 2012 Neolane confidential 3

4. Sample analyzed - Split by sector and geo
► 150 websites with Facebook login using leading social
sign-on solutions, mostly US
► Media websites clearly overuse Facebook login
Country Count
U.S 125
France 9
U.K. 6
ROW 10
Sector Count Count Counted
Media 68 CPG 6
E-Commerce 17 Travel / High-tech / Automobile 5
Entertainment 13 Non Profit / Sport 4
Retail 12 Other 11
Copyright Neolane - 2012 Neolane confidential 4

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 %
A hit on a Facebook Login button
Form filling automatically fills a sign in form
74 49%
A hit on a Facebook Login logs
Simple login you in (no forms)
73 49%
A hit on Facebook Login lets you
use open graph action verbs to
Open graph share what you listen, read, watch
2 1,3%
etc. with friends on Facebook
Copyright Neolane - 2012 Neolane confidential 5

6. Type of information requested
► Email, birthday, current city are the most requested info
► Few Facebook Logins do not request any information
Information asked Count % of count
Email 143 94%
Birthday date 108 71%
Current city 88 58%
Likes 25 17%
Interests 21 14%
Personnal 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. Average Monthly Active Users (MAU) of the top
20 analyzed Facebook login
► Websites connected to Facebook driving the most
important user volume pertain to
entertainment, ecommerce, media and sport
► 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
Copyright Neolane - 2012 Neolane confidential 7

8. For further details about
Neolane Social Media Marketing Solutions
http://bit.ly/neoSMM
https://twitter.com/Neolane
Copyright Neolane - 2012 Neolane confidential 8

9. Appendix
Copyright Neolane - 2012 Neolane confidential 9

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
(Entertainement)
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 (Entertainement) 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
Copyright Neolane - 2012 Neolane confidential 10

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) 10 000
Copyright Neolane - 2012 Neolane confidential 11

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
(Entertainement)
Copyright Neolane - 2012 Neolane confidential 12