Although Facebook is still dominating the social login share, companies should take care not to ignore the other providers out there. Social login streamlines registration for customers on all types of websites and allows for a simple sign in process using the social identities they already have. Recent research found that while Facebook is still the market leader with a 2% rise, other social login providers such as Twitter, LinkedIn and Google still make up more than half of the total percentage and shouldn’t be ignored. Even in the last few years these trends have fluctuated and rapidly changed, so companies should be wise to give their customers choice and flexibility to use whichever method they feel most comfortable with, bearing in mind that one customer might use different providers in different scenarios.

For example, a consumer may use their Amazon login whilst shopping online but when they are reading articles on The Independent relating to work they may use LinkedIn; a different identity for a different experience. Brands should be open to this and offer consumers the choice to decide which identity best suits their current ‘mode’.

So with all of this in mind, what does the future hold for social logins?

One acknowledged belief within the industry is that, in the next two or three years, the only social identity providers will be Facebook, Twitter and Google. However, our experience suggests otherwise; indeed, that the choice will increase from 30+ to over 300.

As it stands, sharing information online isn’t something that most consumers actually realise they are doing. However, as people get used to their different online identities and the different experience each will offer them, they will start to use them to tailor their own experience and brand interaction. With this in mind, brands need to make the most of the data they are gaining and make sure to offer a large choice of diverse social login options to ensure there is an identity for each and every experience.

 

By Russell Loarridge at Janrain.

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