According to a new analysis by Gigya, social login has become a standard on the web and on mobile devices, with the world’s largest businesses implementing the technology on their web properties
so that their users can quickly register and login with their existing social identities, and so that those businesses can gain valuable permission-based data about their users.
And while
consumers have clearly demonstrated that they want to use their social identities across the web, says the report, they also demand the ability to choose from a variety of identity providers when they
register and log into sites. The data included here is composed of data from all Gigya clients in Q2 (April – June) 2013, and reveals some remarkable trends in how consumers use their identities
within different types of sites and apps. For example, in both the aggregate and in many individual verticals, networks like Google/Google+ have gained strong presences in social login.
Similarly, the data shows that users across verticals share content and products to a variety of social networks, most notably Pinterest, Twitter and Facebook.
While Facebook continues to
hold a dominant share of logins, other networks, notably Google and Yahoo!, make up a large percentage of logins. (Login preference percentage in all data is % of total client sample)
Overall
Social Login Preferences
- Facebook 52%
- Google + 24
- Yahoo!
17
- Twitter 4
- Linkedin 1
For
online retailers, Facebook is clearly the dominant identity provider, though Google/Google+ makes up a sizeable percentage of logins, expected to grow as Google Wallet gains traction in the vertical.
Additionally, Amazon is a new entrant in the space, and may quickly become a significant factor due to its ecommerce brand equity, says the report.
Ecommerce Login Preferences
- Facebook 79%
- Google+ 12
- Twitter 4
- Yahoo! 3
- Linkedin 1
Media and Publishing sites and apps present a much more even
distribution of logins. Facebook, wile still a well-represented choice among users, does not old a majority of logins among this group of social networking sites. Google/google+ and Yahoo! are again
the other dominant providers, with each accounting for roughly a quarter of logins. Google+ logins have been strengthened by mobile as users are prompted to download a site’s corresponding
Android app when they login with Google+.
Media/Publishers Login Preferences
- Facebook 44%
- Google +
28
- Yahoo! 21
- Twitter 4
- Linkedin
1
Consumer brands also see a disproportionate percentage of users logging in with
Facebook. However, Google/Google+ has a strong
share of logins.
Consumer Brand Login Preferences
- Facebook 67%
- Google+ 22
- Yahoo! 5
- Twitter 3
- Linkedin 1
Travel and Hospility properties show a similar distribution of logins to Media and Publishing, except that facebook and Google+ show growth at the expense of Yahoo!
Travel/Hospitality Login
Preferences
- Facebook 57%
- Google+ 26
- Yahoo!
9
- Linkedin 3
- Twitter 2
Similar to Ecommerce, Education and
Non-Profit users show a heavy preference towards Facebook login.
Education/Non-Profit Login Preferences
- Facebook 81%
- Google+
10
- Twitter 5
- Yahoo! 2
- Linkedin
1
And, for Share Preferences, Facebook is still the number one destination for shared content among social networks, Pinterest and Twitter
drive large amounts of sharing as well.
Share Preferences
- Facebook 50%
- Twitter
24
- Pinterest 16
- Linkedin 3
- Google+ 2
- Other 5
Source: (All Charts) Gigya Customer Implementations, Q2 2013
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