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Some 88% of consumers in the United States say they have logged in to websites or mobile apps using their social media accounts—an 11% increase since 2014—according to two recent reports from Gigya.

Gigya's reports were based on a survey of 2,000 adults in the United States and United Kingdom, as well as 2Q15 data from the company's social login product.

Asked why they use social accounts to log in to websites or apps, respondents cited not wanting to spend time filling out registration forms and not wanting to create/remember another password as the top two reasons.

Other key findings:

  • 75% of consumers surveyed age 55+ have used a social identity to authenticate on a site or mobile app.
  • 59% of respondents say they are willing to register or log in to a website or mobile application with an existing identity from a payment provider such as PayPal or Amazon.
  • 41% have a high level of comfort logging in to a site or mobile app using a thumbprint or face/eye scan.
  • Facebook dominates, accounting for 66% of the social logins to websites and apps measured by Gigya.
  • 77% of the social logins on mobile devices measured by Gigya were done through a Facebook account.

Check out the infographic below for more insights:

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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