Google Grabs Social Sign-In Share - eMarketer

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Google Grabs Social Sign-In Share

Facebook still leads overall

April 22, 2013

Facebook continues to hold a substantial lead in worldwide social sign-ins, according to Q1 2013 data from user management platform provider Janrain, but Google is successfully gaining a greater share of these important consumer touchpoints.

Social login allows users to sign in to sites using their social network ID and avoid creating yet another username and password. Marketers can then gather customer insights on the user from their social profile, as well as potentially post the user’s site activity to a network. Of course, marketers must be extremely careful about how they frame and implement social login, as privacy concerns are a leading reason users shy away from the service.

It’s evident why Google would want to grab hold of more of the social login space. Although Google+ has not taken off substantially with social networkers, its ability to integrate with search data gives Google unprecedented user information, and social login allows for even more robust customer profiles.

In Q3 2012, Facebook’s share of the social login space had risen to 54%, compared with Google’s 25%. By Q1 2013, Facebook had dropped down to a 46% share, while Google rose to 34%.

Social Network ID that Social Network Users Worldwide Prefer for Social Sign-In, Q4 2011-Q1 2013 (% of total)

On consumer brand sites, Google made the biggest gains in social sign-in share. Although Facebook still holds on to the majority of consumer brand social logins, between Q4 2012 and Q1 2013, Google increased its share from 23% to 28%. Google also made a slight gain on media sites.

Social Network ID that Social Network Users Worldwide Prefer for Social Sign-In on Consumer Brand Sites, Q2 2012-Q1 2013 (% of total)

Twitter has a very small piece of the overall social login pie, and that share keeps shrinking—from a high of 10% in Q3 2012 down to 6% in Q1 2013. But Twitter does have a growing niche in the social login space. On music sites, Facebook’s share of logins tumbled significantly, from 60% in the last quarter of 2012 down to 51% in Q1 2013. Meanwhile, Twitter grew its share from 12% to 19% over the previous quarter.

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