The latest world-wide social login data, released by Gigya, shows Facebook has continued to make solid gains as an identity provider, surpassing the 60 per cent mark for social logins for Q4 of 2014 for the first time since 2011. In Europe in particular, social logins for the company remained dominant, increasing by 9 per cent from Q3 of 2014.
The company’s most dramatic gain as an identity provider was on mobile devices, a vital battleground in the war for identity, up a massive 15 per cent on Q3. At the same time, Amazon continued gaining gradual traction in this space, signaling that consumers are starting to leverage their payment identities on ecommerce sites and applications.
Overall these results signal that Facebook's efforts to provide users with more control over their data, most notably through its line-by-line data controls for Facebook Login last year, are working. What remains to be seen is how its 11th year earnings have been impacted by this and what steps it takes to build on growth in Europe for 2015.
By Dave Scott, CMO at Gigya.
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