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DIGITAL MARKETING NEWS

Facebook cosies up to Apple

Facebook is getting a little closer to arch-rival Apple with a new feature that streamlines how the social network interacts with Safari.

Apple of my eye

According to TechCrunch, Facebook is trialling a new feature that lets users log in to Facebook via Safari using one tap. This will save users having to enter their username and password details.

Select Safari users who clicked on links within Facebook's iOS app are shown a screen with the following message:

"By tapping ‘Yes’ you can sign in to some websites with one tap, like and comment on the web more easily, and see better ads based on the sites you visit.”

Smooth sailing

Every day 35 million mobile users are asked to enter their Facebook login details on iOS. Over half of these don't bother to enter their details, meaning Facebook is missing out on a lot of mobile touch points.

And considering most Facebook users are mobile-only, anything the network can do to keep its mobile users logging in is good news for investors and brands.

Also, if Facebook tracks users after they're logged in to Safari, it may increase their data about browsing habits and preferences.
 

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