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BizReport : Ecommerce archives : April 23, 2014

Gigya: Facebook winning for logins

Social login continues to gain ground with consumers who don't want to remember one more password or create one more profile just to buy a pair of socks online. And it will likely surprise no one who is winning: Facebook.

by Kristina Knight

New data is out about the social login space: and it shows Facebook with a strong share of the space. Gigya studied social logins through Q1 2014 and found that the social giant holds just over half (51%) of North American social logins. That is the first time in three quarters Facebook has won the space.

"In the first quarter of 2014, Facebook saw a continued resurgence as an identity provider and maintained a majority of all logins," writes Gigya. "Google/Google+, meanwhile, remained strong with nearly 30% of all logins. Yahoo continued losing its share of logins, dipping 2% over last quarter."

Other interesting findings from the report include:

• Google/Google+ holds a 28% share of the space while Yahoo is holding on to about 13%
• For mobile devices Facebook, Google/G+ and Twitter share the top three spaces
• Amazon's new 'Login with Amazon' offering has culled a 1% share

As for verticals, Facebook leads both ecommerce (77%) and media/publishers with a 47% share and consumer brands with a 67% share.

It is interesting to note that Facebook is the leader on a global basis as well. While their share is at the half-way mark for North American, Facebook is seeing higher percentages in Europe (59%), South America (80%), Africa/Middle East (78%) and Asia/Pacific (79%).

Image via Shutterstock

Tags: ecommerce, Facebook, Gigya, social commerce, social login, social marketing

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