Analysis of 150 websites with Facebook Login buttons

January 2013Mickael Bentz

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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 hisFacebook profile information

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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

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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 A hit on a Facebook Login button automatically fills a sign in form 74 49%

Simple login A hit on a Facebook Login logs you in (no forms) 73 49%

Open graph

A hit on Facebook Login lets you use open graph action 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

► 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 history or Work history

9 6%

Nothing 6 4%

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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

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For further details about Neolane Social Media Marketing Solutions

http://bit.ly/neoSMMhttps://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 (Entertainement)

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 (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

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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

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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 (Entertainement)

10 000