Facebook is still the leading source of social logins, according to new research from social media tools provider, Gigya.
Using aggregate data from hundreds of thousands of websites, Gigya’s new study breaks down how consumers use social login – logging into a third-party website with an existing social media username and password – by industry, vertical, and region.
Facebook is the top identity provider by a landslide, with 55 percent using the platform for social logins, up several points from last year’s Q2. Google+, which also increased its numbers from last year, came in second with 27 percent of users’ logins. Meanwhile, Yahoo declined to 11 percent, while LinkedIn and Twitter stayed relatively constant, with 5 percent or less.
And with 64 percent of logins on mobile, Facebook’s lead was even more pronounced as an identity provider in that space.
“I think [Facebook has] done a better job of establishing trust with more granular controls for consumers to be able to set their privacy,” says Victor White, director of marketing communications at Gigya.
Facebook’s monopoly extends to all five categories – e-commerce, media/publishers, consumer brands, travel/hospitality, education/nonprofit – with percentages ranging from 49 to 79.
Showing growth in each quarter, Google+ comes in second in every category. White says Google is particularly good for businesses and developers, citing American Idol’s website as an example. By signing in with Google, users can download the Idol app to their phones, without actually touching their phones.
“As Android phones more seamlessly integrate Google identifiers into their platforms, you’re going to see Google take a more significant piece of the pie,” he adds.
Google’s growth has mostly come at the expense of Yahoo, which has steadily declined into nearly-single digits (11 percent). Since last summer, Yahoo gained one percentage point in each the e-commerce and education categories, and dropped in every other category, including six points overall and 10 points in media.
In March of this year, Yahoo stopped allowing users to log into its properties with a Facebook or Google identity, a move White believes is an attempt to reestablish control of user logins, at least on its own home base.
“While [Yahoo is] still popular as a media company, consumers don’t see a ton of value in being able to leverage their Yahoo identity,” he says. “When it comes to identity, when it comes to social interaction, it’s all but disappeared.”
But while Yahoo’s overall popularity has declined worldwide, Facebook’s keeps getting stronger, due in part to continual upgrades designed to streamline the platform’s login process and give users more control over their privacy settings.