uLogin a year later. Social Authorization Facts

At the end of October last year, we released our uLogin project on the Internet, and over the next 12 months it managed to gain the trust of thousands of webmasters. Now uLogin use more than 10,000 sites. Following the results of the last few months, we conducted an analysis and collected interesting facts about social authorization.

Social Authorization Trends

Take a look at the following diagram, the percentage reflection of authorization for different service providers:

the lead VK (46.39%) , followed by Mail.ru (17.32%) , classmates (14.75%) , Facebook ( 9.05% - a good result , given the difference in MAU with our native networks), Google (5.20%) , Yandex (3.87%) , and closes the top seven Twitter ( 1.69% of the total number of authorizations). Other networks in total gain 0.86% (in decreasing order of popularity, these are Live ID, Youtube, Steam, LiveJournal, Open ID, Last.FM, LinkedIn, Vimeo, Webmoney, Soundcloud, Flickr).

The current numbers are not bad, but how are things going with the dynamics? And here it is:

VK is steadily and confidently gaining momentum , Mail.ru and Odnoklassniki balance the overall traffic back and forth (if you add their schedules, you get a straight line), authorizations through Google decreased by 40% for the period under review, and through Twitter by 30 % . It seems that users or increasingly trust our services regarding authorization, or foreign services do not grow with us, despite all the assurances of their marketers.

Social and who is easier to enter through the social network

Collected statistics on socio-demographic data made it clear that there is a strong variation in age relative to the tendency to social authorization, and that men log in much more readily than women.

Let's look at the facts again: The statistics of the social code are against our statistics in sections of ages and sex. Significant differences, but with what it can be connected? Either the social lyre is “somewhat inaccurate”, or we have very different factors for passing through uLogin in different sections. The first hypothesis was not confirmed, therefore, we will analyze in the thesis of the correctness of the social code.

Initial sexual distribution (at the stage of viewing the social authorization widget):
Men - 41.37% , women - 58.63% .
After authorization through a social network:
Men - 49.30% , women - 50.70% .

It is easy to notice that men are logged in more often than women (the ratio of men's conversions to women's conversions will be (49.3 / 41.37) / (50.7 / 58.63) = 1.378). So, if the conversion of women is taken as 100%, then the conversion of men will be almost 138% . A solid difference of 38%. Apparently, the male population is more “advanced” in terms of technology, and they perceive the mechanism of social authorization more naturally. I wonder if something similar is observed during regular registration (is it more difficult for women to go through it? Does anyone have such data?).

The relationship for a specific section (in particular for men it will be 49.30 / 41.37 = 1.19) is called the tendency to social input, and we will see how it is arranged by age:

We see that the figure for men at 1.19 is not particularly outstanding. Users aged 18-24 have this indicator at the level of 1.57. And for people over 35 it’s unusual to log in through social networks, at their age the percentage of penetration of social networks is not so high.

We came to the portrait of the most socially authorized user: this is a man 18-24 years old , geek .

Results for the year of work

Now we have already exceeded the mark of 18,000,000 widget views daily, with 3,500,000 unique visitors.
The graph shows the growth from the start of the service ( we started at the end of October 2011 ).


We have plugins for 27 CMS and we support 18 authorization providers:

Of the important innovations: https, easyxdm, the ability to insert custom buttons, speed up the service. Soon there will be new buns.

The battle of social authorization and registration

One of our partners provided us with interesting statistics:

the graph shows the percentage of conversion of visitors to registered users using regular registration and our widget, by time

The graph clearly shows that uLogin not only quantitatively overtook the usual registration on the portal, but also helped to increase the conversion of visitors into users by more than 2 times. The victory over the registration is won.

In general, for an average site with our widget over the past six months, the conversion of visitors to users (the ratio of registrations through social networks to widget views) has increased by 30% .
Users definitely love social authorization.