Research by Gigya has looked at the way that people are using their social media profiles to log-in to the their favourite websites. The results show that Facebook has seized more than 51% of social log-ins with Yahoo continuing to lose its share – a trend that mirrors the company’s recent move to eliminate Facebook and Google/Google+ logins from Yahoo properties.
Social log-in are an important indicator for the war to own identity, which will become increasingly important with the rise of the internet of things and the need for a connective tissue.
Patrick Salyer, CEO of Gigya says: “During the last two quarters, Facebook has seen a three per cent growth in its share of e-commerce social logins making it by far the most dominant player, with 77 per cent of all logins. Facebook’s growth hasn’t just been limited to e-commerce either, with strong gains in consumer brands, travel and hospitality.
“Despite Facebook’s continued prominence as the leading identity provider (with 53 per cent of total social media logins), it will be intriguing to see if this trend continues, particularly as Google works to seamlessly integrate Google/Google+ identity into native Android devices and as other identity providers gain traction in certain regions and verticals.”
See the full findings below:
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