Neolane analyzed a sample of 150 leading websites using Facebook Login to see how they implemented it. We looked at what data was being requested as well as the volume of people using Facebook Logins. This presentation summarizes the results of our analysis.

1. Analysis of 150 websites using
Facebook Login buttons
January 2013
Mickael Bentz

2. Using Facebook Login
Copyright Neolane - 2012 Neolane confidential 2

3. What is Facebook Login?
► "Facebook Login makes it easy to connect with users on
your app or website"
 It's a sign-on solution
► Facebook Login has a Monthly Active Users (MAU) count
 Measuring the MAU determines engagement and data capture potential
 1 monthly active user =
1 contact who grants
access to some of his
Facebook profile
information
Copyright Neolane - 2012 Neolane confidential 3

4. Sample - Split by Geography & Sector
► 150 websites with Facebook login using leading social sign-
on solutions, mostly US
► Media websites are clearly the biggest Facebook login users
Country Count
U.S. 125
France 9
U.K. 6
ROW 10
Sector Count Count Count
Media 68 CPG 6
E-Commerce 17 Travel / High-tech / Automobile 5
Entertainment 13 Non Profit / Sport 4
Retail 12 Other 11
Copyright Neolane - 2012 Neolane confidential 4

5. Facebook Login Types
► Form filling and simple login are the most common use
cases
► Open Graph is still emerging
Type of login What is it? Count %
The Facebook Login button
Form filling automatically fills a sign in form
74 49%
The Facebook Login logs you in
Simple login (no forms)
73 49%
Facebook Login lets you use open
graph verbs to share what you
Open graph listen, read, watch, etc. with
2 1.3%
friends on Facebook
Copyright Neolane - 2012 Neolane confidential 5

6. Type of Information Requested
► Email, birthday & current city are the most requested info
► Very few Facebook Logins do not request any information
Information asked Count % of count
Email 143 94%
Birthday 108 71%
Current city 88 58%
Likes 25 17%
Interests 21 14%
Personal description 17 11%
Photos or Hometown 11 7%
Friends’ information or Education
9 6%
history or Work history
Nothing 6 4%
Copyright Neolane - 2012 Neolane confidential 6

7. Average Monthly Active Users (MAU) of
the Top 20 Sites Analyzed
► Websites connected to Facebook driving the larges user
volumes pertain to entertainment, ecommerce, media and
sports
► Other sectors drive roughly 2 times less activity
Type of login Count Percentage MAU
Entertainment 3 7.5% 70K
Ecommerce 3 7.5% 66.7K
Media 25 62.5% 61.6K
Sport 2 5% 50K
Other 7 17.5% 28.6K
Copyright Neolane - 2012 Neolane confidential 7

8. For further details about
Neolane Social Media Marketing Solutions
http://bit.ly/neoSMM
https://twitter.com/Neolane
Copyright Neolane - 2012 Neolane confidential 8

9. Appendix
Copyright Neolane - 2012 Neolane confidential 9

10. Global Top 20 "Facebook Login" Apps (MAU)
Application MAU Application MAU
1) AlloCine (Media) 310,000 11) MTV.com (Entertainment) 100,000
2) ABC.com (Media) 100,000 12) Channel 4 Registration 100,000
(Entertainment)
3) CBS (Media) 100,000 13) Mon shopping social 60,000
(Cdiscount / E-commerce)
4) CNN (Media) 100,000 14) Mustang Customizer 50,000
(Automobile)
5) Univision.com (Media) 100,000 15) Canalplus.fr (Entertainment) 50,000
6) Imvu (Media) 100,000 16) Oprah.com (Media) 50,000
7) Tune In (Media) 100,000 17) NBA All-Access (Sport) 50,000
8) Cent (Media) 100,000 18) NHL.com (Sport) 50,000
9) Swagbucks (E-Commerce) 100,000 19) TVGuide.com (Media) 50,000
10) Daily Mail Online (Media) 100,000 20) GSN.com (Media) 50,000
Copyright Neolane - 2012 Neolane confidential 10

11. Top 20 "Simple Login" Apps (MAU)
Brand MAU Brand MAU
1. Allociné (Media) 310,000 10. TV Guide (Media) 50,000
2. ABC (Media) 100,000 10. GSN (Media) 50,000
2. CBS (Media) 100,000 10. Zeebox (Media) 50,000
2. CNN (Media) 100,000 10. USA Today (Media) 50,000
2. Imvu (Media) 100,000 10. Forbes (Media) 50,000
2. Cent (Media) 100,000 10. Yellow Pages (Service) 50,000
2. Swagbucks (E-commerce) 100,000 10. OpenSky (E-commerce) 50,000
2. MTV (Entertainement) 100,000 18. Map My Fitness 50,000
(Fitness)
2. Channel 4 (Entertainement) 100,000 18. Lifetime (Media) 10,000
10. Oprah (Media) 50,000 18. Indystar.com (Media) 10,000
Copyright Neolane - 2012 Neolane confidential 11

12. Top 20 "Form Filling" Apps (MAU)
Brand MAU Brand MAU
1. Univision (Media) 100 000 8. CBC (Media) 10 000
1. Tune In (Media) 100 000 8. iVillage (Media) 10 000
1. Daily Mail Online (Media) 100 000 8. Car and Driver (Media) 10 000
4. NBA (Sport) 50 000 8. Autotrader.com 10 000
(Automobile)
4. NHL (Sport) 50 000 8. Garmin (High Tech) 10 000
4. David’s Bridal (E-commerce) 50 000 8. Jetstar (Travel) 10 000
4. The Economist (Media) 50 000 8. L’Occitane (Retail) 10 000
8. NBC (Media) 10 000 8. The Daily Beast (Media) 10 000
8. Fox (Media) 10 000 8. Metro (Media) 10 000
8. GameFly (Video Games) 10 000 8. Universal Music 10 000
(Entertainment)
Copyright Neolane - 2012 Neolane confidential 12