Facebook, Google Lead the Social Login Pack - eMarketer

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Facebook, Google Lead the Social Login Pack

LinkedIn prominent on B2B sites

October 18, 2013

The social login presents the potential elimination of a friction point for users asked to register with a site before accessing content, making use of online services or simply converting. As the online ecosystem grows increasingly complex, users are being asked to remember the logins and passwords of an ever-growing list of websites and services. Social logins eliminate that problem by allowing visitors to use an existing social network or email identity to register at a website.

The user management platform Janrain has been tracking the use of social logins on a variety of types of websites over the past few years. According to data from Q3 2013, Facebook was the overall favorite among users who wanted social identification, named by 44.9% of respondents. Google was next in line at 32.9%, followed by Yahoo! (7.1%), Twitter (6.5%), LinkedIn (2.4%) and Microsoft (1.9%).

Social Network ID that Social Network Users Worldwide Prefer for Social Sign-In, Q2 2011-Q3 2013 (% of total)

At first glance it would seem that the battle for social login supremacy is being waged by Facebook and Google alone. But the popularity of various social login services varied depending on what type of site users were visiting. For instance, among visitors to business-to-business sites, LinkedIn was just as likely to be preferred as Google in Q3 2013, although both trailed Facebook.

Social Network ID that Social Network Users Worldwide Prefer for Social Sign-In on B2B Sites, Q4 2012-Q3 2013 (% of total)

There were, however, also areas of the web where Facebook flexed its considerable muscle, such as on entertainment and gaming sites. According to the data, 62% of visitors to entertainment and gaming sites preferred using a Facebook sign-in, while only 20% favored Google.

Social Network ID that Social Network Users Worldwide Prefer for Social Sign-In on Entertainment and Gaming Sites, Q2 2011-Q3 2013 (% of total)

Janrain also found that social networks with a strong following in a particular region were, understandably, valued for their social login capabilities. For instance, users of orkut in Brazil and India also wanted to use the social network’s identification services.


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