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Can you please let me know what percentage of smartphone app users use "social Login" for creating an account within an application. A global / demographic understanding would be helpful. Android and ios.
Hello! Thanks for your question about what percentage of smartphone app users use "social Login" . The most useful sources I found to answer your question are Statista and Contact Lab. The short version is that there is a large difference of in social media login internationally, but that it is rising sharply. There does not seem to be any direct information to answer your question, but I have complied a number of stats that help to answer this question. Below you will find a deep dive of my findings.
METHODOLOGY
To answer your question I have searched a number of trusted resources that offer statistics on this subject. Though none offered direct answers to the number of smartphone users that use social logins, I have found data on internet traffic by device, social logins by device, social logins by platforms, preferred social logins, and age demographics of social login users. From this I can give a robust answer to your question based on this data. To begin with, it is important to understand the overall mobile use so we can triangulate our answer.
MOBILE INTERNET TRAFFIC
By looking at Statista, we can see what percentage of people use smartphone to access the internet. We can see that the percentage breakdown as:
- Global 49.73%
- Asia 65.1%
- Africa 59.49%
- North America 36.77%
- South America 36.09%
- Oceania 35.05%
- Europe 31.65%
This tells us how many people use mobiles to access the internet, which starts to answer your question. But next we must ask how social logins are affected by this.
DISTRIBUTION OF SOCIAL LOGIN BY PLATFORM
Another report from Statistica can then show us the breakdown of social login users by platform; desktop versus mobile. Here we can see that devices used for social login breakdown as:
- Desktop 81%
- Mobile 19%
From this we can see that social logins are largely used by desktop users, as opposed to mobile users. This on its own could mean a number of things, such as where registrations take place. To better understand our target groups we must next look at the types of social logins.
PREFERRED SOCIAL LOGIN
Another important factor of using social login is the preferred method used by users. Here we can see that Facebook dominates the market with 53.1% of users opting for this social login method, with Google Plus a close second with 44.8% of the market. This gives us a clear understanding of the groups we are now looking at, so we can now look at social media by region.
SOCIAL MEDIA USE BY REGION
Now that we have a preferred social login, we can now look at social media use by region to better understand who may be using social login. As we now know that Facebook is the overall preference, we will look at the percentage of a country that use Facebook. Though this data does not supply exact numbers, we can give strong approximations.
Over 90%
Philippines
Mexico
Turkey
Argentina
Vietnam
Indonesia
India
Brazil
- 80-90%
Thailand
Malaysia
South Africa
UAE
Taiwan
Singapore
- 70-80%
Spain
Italy
Hong Kong
Canada
Ireland
Poland
USA
Sweden
- 60-70%
Saudi Arabia
UK
Netherlands
Australia
France
Germany
- Under 60%
South Korea
Russia
China
Japan
We could now use this data to denote by region the likelihood of a user in any region using social media using a mobile device. This could also be done for Google Plus and other options by using the source data. To get the social media use by mobile device we must simply:
Country Facebook Use MULTIPLIED BY Regional Mobile Use = Facebook use by device
We now have a fairly clear understanding of how many people use Facebook via mobile by region. Now we must look at how many people are using social login.
RISE OF SOCIAL LOGIN
Though there is no information directly to what percentage of mobile users will use social login globally or for every region, there is some information out there. For instance, though the detailed data is behind a paywall, this report (2014) tells us that up to "77 percent of survey respondents stated that they logged in to websites using their social networking accounts." However, at the same time this report by Contact Lab, centered around Europe, tells us that social login use is closer to the 25% mark. This shows us that the percentages of social logins are quite diverse, and also tied to the other stats presented; mobile use percentages, social media use, etc.
However, quite tellingly, the Contact Lab report also shows that social media logins are becoming increasingly more popular. Across four European countries, from 2013 to 2016, social login users have risen from 11% all the way up to 29%. This is of course a sharp rise, and with social media showing no real signs of slowing, this could well be a trend that continues.
However, we can get rough estimates from all this data combined. If we simply ask how many users in a region use Facebook (or any other Social Media), and then apply a rough guess at how many people use social login, we can then make a good estimate for what percentage of people would use social login. We can easily do this for each region using this method.
Next, to fully answer your question, we will look at social media login by device where we have quite clear answers.
BREAKDOWN OF SOCIAL LOGIN BY DEVICE
To understand social login as a preference, this report (2016) breaks down social login users by device internationally. As this includes desktop and Mac, I have recalculated the percentages to show only mobile devices; this does include iPad and "other".
- iPhone 33.22%
- iPad 18.45%
- Android 11.07%
- Blackberry 0.22%
- Windows Phone 0.11%
- Other 36.91%
Of course we must be careful to note that some devices are on the rise, and we should expect to see a sharp rise in Android use over the coming years.
SOCIAL LOGIN DEMOGRAPHICS
Another important factor worth mentioning, for good measure, is the demographics of your users in whether social login will have an impact on your application. Here we can see how the ages breakdown:
- 18-24 32%
- 25-34 35%
- 35-49 20%
- 50+ 13%
CONCLUSION
To wrap it up, social login use varies worldwide by social media use, desktop use, and a number of other factors. What I have provided is a general metric from which the social login use for mobile devices can be determined for each region with fair estimations.
Thanks for using Wonder! Please let us know if we can help with anything else!