Social login has been saving users and brands alike from the hassles of making customers give the same information over and over again for the different sites they visit. With just a click, users can easily connect their social media profile to a third-party site and sign in using the details they previously set up. For simplifying the identification and verification process, social networks have become essential elements of customer identity management.
Out of the many social networks that proliferate the web today, it’s no surprise that Facebook is the people’s most preferred social login tool, whether they’re entering an e-commerce site or an online customer service platform. This is what Gigya revealed in a study. Data gathered by the customer identity management provider show how the massive social network dominated every category and region. Google+ came second in almost all areas, proving that the site may not be as deserted as everyone thinks after all.
Here’s a quick breakdown of how much share the top social media sites received from the online world:
• Facebook 61%
• Google+ 22%
• Yahoo! 6%
• Twitter 6%
• LinkedIn 2%
• Others 3%
The site’s effort to dominate the mobile realm paid off, as Facebook gained the highest increase from mobile users from the 2013 figures. Facebook has 77% of the share, followed by Google+ at 16%, Twitter at 6%, while the rest shares 1%.
Share by industry
The top two reigned in the biggest industries as well, particularly web-based ones.
• E-commerce (FB 72%; G+ 18%)
• Media and publishing (FB 55%; G+ 21%)
• Consumer brands (FB 67%; G+ 20%)
• Travel and hospitality (FB 68%; G+ 20%)
• Education and non-profit (FB 76%; G+ 13%)
Share by region
Facebook shows dominance all over the world, while Twitter overthrows Google+ from the second place in the Asia-Pacific.
• North America (FB 59%; G+ 18%)
• Europe (FB 71%; G+ 16%)
• Central and South America (FB 59%; G+ 18%)
• African and Middle East (FB 79%; G+ 13%)
• Asia-Pacific (FB 75%; G+ 9%)