Ever sat there and thought, “Hrmm, which one of the ten passwords did I use for this account?”.
Of course you have.
Which is why, if you’re as lazy as most people, you probably log into most things using your Facebook account.
Who wants to spend precious time you could be listening to music, or playing your favourite game trying to get a password sent to your email address and resetting it because you can never remember which of the hundred you chose for this particular site?
No one, that’s who!
The social log-in is an absolute necessity for sites that want to be able to track user identity and see how they move through the web and apps, in order to target ads better.
But not every site has the skills to set up such a system, which is why a start-up you’ve almost certainly never heard of has raised over $100 million (US) according to Quartz.
Gigya is a leading provider of the social sign-in, allowing users to sign into services using their Facebook or Google accounts, an ability that around 77% of consumers surveyed by the company opt to use although they’re aware of the degree of privacy they forego to do so.
According to data by Quartz the social sign-in is mainly used to avoid filling in forms, so they don’t have to remember yet another password, and to make it easier to share articles on their social network.
All of this while according to the same survey many consumers believe a social log-in will lead to their data being sold, posts on their wall without permission, and spamming their friends via a social network, with only a small percentage unconcerned as to how their data will be used.
Despite this, it’s a trend that isn’t going away. User data is absolutely the way of the future for almost every technology savvy business. And the reality is that, while there are negative ways user data can be used, there is the potential that knowing more about your consumer can produce a product that is more helpful to them.
Google have proven this with “Google Now”, which gives you timely information such as restaurant reviews in the local area, notifications about traffic delays for an appointment in your calendar, and even having your plane ticket ready for you as you approach the location. These are location services. You know that little tab on your phone you’ve probably clicked on without fully understanding what it is?
The sheer number of users willing to allow this function on their mobile phone, and wearable devices, in combination with the vast amount of users signing in via social on the web, show the trend isn’t dying. In-fact, it will only grow.
As services get better at providing relevant, useful features for customers, there’s no doubt we’ll see that $100 million (US) Gigya has raised to date turn into something way more substantial.