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In Q1 2011, Facebook overtook Google as the most popular social network ID used to sign in to websites to share content.
There are several benefits to social sign-in. For marketers, there is an increase in engagement and more profile data for targeting. For consumers, social sign-in is an easy and simplified process, provides flexibility to choose sign-in preference and verifies a user’s identity.
User management platform Janrain analyzes the preferred networks for social sign-in, and found that in Q1 2011, Facebook was the top social network ID used to sign in to websites to share content, with 35%. This was more than Google at 31%. In Q4 2010, Facebook stood at 27%, while Google was at 38%.
While Twitter only accounts for 7% of social sign-ins on websites, it is used to share 32% of content that users distribute via a social network. This difference is important to note as most consumers are not yet comfortable using Twitter as their main social login, but they do find it useful for content sharing.
Social sharing is important because it boosts word-of-mouth and many websites get referrals from content shared on social sites. Additionally, different social sites often have different focuses, which explains how smaller social networks make the cut. For example, on LinkedIn, users share business content, particularly in the B2B area.
With the overall benefits for both marketers and consumers, social sign-in will increase and consumers will continue to use the IDs they prefer. But as Facebook continues to push its Facebook Comments feature, it will be a challenge for other social networks to triumph over Facebook in the social sign-in and social sharing space.
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Check out today’s other article, “Mobile Privacy, Security Now a Major Concern.”
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