Home  › Social
gigyasociallogin1

Social Logins: Facebook May Not Be Too Big to Fail

  |  November 1, 2013   |  Comments

New research from Gigya shows that although Facebook remains the dominant social login, Google+ is making gains in North America, Europe, and for e-commerce sites.

While Facebook remains the dominant social login, Google+ has made strong gains, according to a new report from Gigya. 

Social logins, which let site visitors register and log into sites and apps via a third-party social media site, reduce barriers to entry and, more importantly, let web publishers access the rich profile data held by the social network. 

While Facebook and Google+ offer publishers similar profile info, Facebook's is a bit richer, according to Gigya's analysis; Facebook includes activities and interests, possibly among the most useful profile data. 

Providing identity services, aka social logins, benefit social networks, according to John Elkaim, vice president of marketing for Gigya, because the sharing about user interest and activities goes both ways, allowing the provider to better tune its own service. "You can understand how people are behaving outside your web property, which is a very important thing for developing your product," he points out. "You want to understand how the whole ecosystem works. That also allows them to solve needs for their clients, serving better ads, and for users, they can engage them better with better content." 

gigyasociallogin1

Gigya analyzed data from Q3 2013 among customers using its Connected Consumer Management Suite and found that Google+ increased its share of logins by 2 percent globally, to a total of 27 percent. While Facebook still holds a majority of logins globally, its share dipped below 50 percent in North America -- and the company says that North America tends to be a bellwether. 

In Europe, Facebook held 52 percent of all social logins; Google+ was next at 19 percent; the Russian social network Vkontakte handled 13 percent; Twitter took 8 percent; and Yahoo accounted for a mere 6 percent. 

Media and publisher sites were the most non-monogamous in seeking identity services. Here, Facebook handles only 44 percent of logins, while scrappy Yahoo increased its login share to 22 percent.

Elkaim thinks that a backlash against the recent revelations about NSA monitoring may benefit niche, local social networks such as Vkontakte and Orkut, which currently has a negligible login share, but is popular in Brazil. "A lot of local players can become identity providers. We think there will be a back-to-local movement and local niche networks that will expand their identity role," he says. 

Google+ also ate into Facebook's share of logins for e-commerce sites, adding 5 percent in share for a total of 17 percent. PayPal accounted for 2 percent of logins. Gigya says this is the first time it's seen PayPal at more than 1 percent, and that this indicates that payment providers may move into identity provision. 

Payment providers like PayPal have a strong play as digital media and commerce move to mobile, according to Elkaim, because they can not only facilitate login or registration, but also actual shopping. "Because you have a social login, I can tie it to a payment card, and you can check out with one click. We all would love that relief." 

Of course, Google has long provided an online payments system, and its stewardship of the Android operating system might give it an edge in mobile payments, according to Elkaim. The question, he says, is, "Who's going to win that race? Will it be a payment provider, or someone who already owns identity, like Facebook or Google?"

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...