After analyzing client social login data for Q3 2013, social technology provider Gigya confirmed Facebook remains the most popular social login service across website verticals, geographic locations and on mobile devices.
Analyzing how consumers use social logins, Gigya found that among its clients, 51 percent relied on Facebook as an identity provider. The remaining 49 percent was distributed across a number of social media networks, with both Yahoo and Google/Google+ gaining ground as social login providers.
Social Login Preferences
For mobile social logins, Gigya’s data revealed Facebook continues to lead at 66 percent. Twitter’s mobile social logins was double its desktop number, at nine percent on mobile compared to four percent on desktop.
Facebook social logins led across all vertical websites, including ecommerce, media and publishing, consumer brands, travel and hospitality, and education and non-profit.
With 74 percent of social logins for ecommerce sites, Facebook beat Google+ as the preferred identity provider, even though Google+ gained five percent of social logins for ecommerce sites during Q3. PayPal won two percent of ecommerce site social logins, the first time it has registered over one percent. Gigya claimed PayPal’s rise demonstrates, “That payment providers are making strides as identity providers.”
Ecommerce Social Logins
According to Gigya, Facebook is also the dominant international social login service, leading in North America at 47 percent, Europe at 52 percent, Central and South America at 75 percent, Africa and the Middle East at 70 percent, and the Asia Pacific Region at 74 percent.
Gigya noted it expects, “A more varied distribution globally in the future as other networks, including regional networks such as Orkut (South America, primarily Brazil) and Vkontakte (Russia) gain prominence as identity providers.”