Wow, my experience and testing was quite different (not a huge site, a few hundred thousand users). When given the choice between creating a new login/password or using Facebook it broke about 70% to a new login/password. Demphasizing facebook login increased conversion rate pretty substantially.

There are obviously hundreds of variables in play here from the content of the site to the fundamental design that may be influencing this.

So really, just a data point:)

Interesting! That's what I expected but I think the vertical matters quite a bit. My old startup (http://getpressi.com/) that had more of a tech crowd focus definitely had more people signing up with email while the new one (https://makersalley.com/) has a more general population that tends to like using Facebook.

At this point our total users is in the hundreds so who knows how it'll turn up.

Yep - it's definitely just a data point.

Please don't generalize too much. There's different demographics and individuals who like things in different configurations.

A very small, and probably very uninteresting data point: I wouldn't sign up - if you'd only allow login through "social media" accounts.

(I would however, if you offer Persona or regular sign-up username/email accounts though)

Yea - I definitely agree. Just throwing in my experiences. I will never use Facebook or Twitter if I can help it but in my experience "mainstream" users tend to prefer that to using their email.