Facebook is the number one choice for social login and its gains over the past two years have it now approaching 50 percent penetration among social login services, a new study shows.
In analyzing at the 365,000 websites that use its services, Janrain reports that 45 percent of consumers use their Facebook accounts to login on third-party websites — a number that’s been increasing steadily since the first quarter of 2010.
As the graph below shows, Google was previously the top social login service, but it’s a fairly distant second place now with 30 percent market share.
Janrain further breaks down its data into separate industry niches and reveals that Facebook has more than 60 percent of social login share on music-related sites, but only 43 percent on retail websites.
Social login is increasingly being seen as one way to reduce friction — especially on retail sites — because it means web users don’t need to create (and remember) new accounts at multiple websites.
The stats are similar on mobile applications, with Facebook having 49 percent overall share of social logins, compared to 25 percent for Google and 14 percent for Twitter. That data and more are available on Janrain’s blog post.