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BizReport : Social Marketing : July 19, 2013

Facebook dominates social logins, but Google+ gaining ground

No surprises for guessing which social network's login is the most popular. A recent study by Facebook Preferred Marketing Developer Gigya put the social media behemoth way ahead of the competition.

by Helen Leggatt

During Q2 2013 (April-June), Gigya's data showed Facebook dominating social logins with 52% of the total. Google+ came second with 24%, and Yahoo third at 17%.

Despite the big gap between Facebook and Google+, Gigya found Google+ has made significant gains over the past couple of years.

While Facebook is the most popular social login for e-ecommerce websites and apps (79%), it comes second to image-sharing website Pinterest when people want to share from an e-commerce website (41% vs. Facebook 37%).

"Facebook's not going anywhere," Victor White, Gigya's Director of Marketing and Communications told Inside Facebook, "but at the same time, we are seeing the other networks gaining a share or a voice when it comes to consumers want to login and share."

Earlier this year, research by Betapond revealed that Facebook login integration is twice as popular with European online retailers as it is with their American counterparts.

The study, "Login to Boost Checkouts: Social Commerce Opportunities for European Retailers" looked at the social integration of retailers with the emphasis on the implementation of logins with Facebook and social sharing buttons. It found that 14.5% of the top 200 European online retailers implement Facebook's social login compared to just 6% in the U.S.

Tags: content sharing, research, social login, social media, social network

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