With A Mobile Surge, Facebook Extends Dominance In Social Logins
According to Gigya, Facebook gained 15 percentage points in mobile logins in Q4. It now holds a 61% share of the overall market. Second-place Google slipped to 22%.
Fueled by a giant leap in mobile, Facebook pushed to a four-year-high in the share of the social login market, according to a report released today by customer management firm Gigya.
Facebook surged 15 percentage points in mobile sign-ins in the fourth quarter and now 77% of the people who sign on to websites with mobile devices on Gigya’s network use the social network to authenticate their identity.
The mobile increase helped Facebook add 3 percentage points to its overall share of the market, which stands at 61%, above 60% in the Gigya results for the first time since 2011.
Second-place Google slid 12 percentage points on mobile devices and 2 percentage points overall to 22%. Twitter and Yahoo remained flat at 6% overall, but Yahoo’s trajectory in 2014 was downward, losing 9 percentage points since the last quarter of 2013 while Twitter gained 2 percentage points during the same span.
It should be noted that Gigya’s results — drawn from more than 300,000 sites in its network — differ from its competitors in the social login industry. Earlier this month, Janrain put the Facebook advantage Q4 over Google at a narrow 43%-40%, while LoginRadius had Facebook with a 65%-25% lead.
So your results will likely vary. The key point for marketers, all the providers emphasize, is that they provide customers seamless experiences across all devices and platforms.
Gigya CMO Dave Scott said customers don’t differentiate between mobile and desktop. “Mobile adoption of social login is not going to go away, and as marketers we need to figure out a way to create a ubiquitous experience across platforms,” Scott told Marketing Land in a phone interview, “and that ubiquitous experience starts with a single identity record for each customer.”
That single identity gives businesses the ability to better understand their customers.
“There’s a revolution going on regarding customer identity,” Scott said, “the idea of where’s the data stored for my customer, where’s the one true storage of data for my customer, who they are and what they buy and what they will buy next.”
“Right now too many companies silo that data off, the mobile application has its own database of records, the web application has its own database and the POS system at the register has its own. And I think this year it will be really key to look to combine all that data into one platform.”
Read more about Gigya’s report on the company’s blog. Here’s its Q4 infographic: