Authentication in early days was basic, filling up forms, clicking on sign-up/sign-in and you are in.
Authentication is required to limit access to certain parts on website.
For accessing a website’s feature, authentication is required and information such as contact number, social profile or email address can be used by business to improve personalized experience for the person authenticating.
In early days authentication process involved a unique username and password, and to get a unique username users had to fill out forms. Length of form is dependent upon business’s requirement.
For eg Signing-up for a dating site may take efforts, filling up preferences, interests etc compared to an online shopping website where name, username, password and gender is enough.
Social login is seen as alternative to traditional login but it is not so. Both the method have their pros and cons.
Social login is indeed a step ahead authentication method with adoption and use of social api’s to authenticate users on a website.
It is a kind of single sign-on for users where users have to login into their social profile first in order to get into third party website which is very much convenient to signing up on third party sites.
Today most of the users turn down a website because they are bothered of creating new accounts. No one wants to take the pain of filling forms and confirming email address, which generally takes up their time.
The more factor with social login is that making use of a social network saves webmaster from taking pain of password reset requests and genuinity of data. Social network provider is in-charge of validating email.
Additional information such as location, interests, birthday, and more can also be obtained so that webmaster or business can target personalized content to the user.
This is why social login is being used widely and is a plus factor in authentication.