Where Facebook and Google are really competing. You might think of one as a social network and the other as a search engine. Both of them are identity providers, competing to control the data that define who you are in the online world—and offering a range of tradeoffs to entice you.
It’s clear why websites and apps use social login. Some 60% of respondents said they had abandoned a purchase on a website or mobile app because it required filling out an online registration form. And nearly two-thirds of respondents said they were likely to use social login on their phones instead of creating a new username of password, suggesting convenience is what drives use.