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Facebook Still Dominates Social Login

Posted on 8.06.2014

Social login has its advocates and its detractors. On the one hand, the convenience for end-users is unmatched, but the downside is that brands are handing over very valuable information on those users preferences to the social networks (which they, in turn, monetize). 

Despite this, social login remains a very popular method for accessing a website. And I bet you'll never guess who is dominating the landscape. That's right - Facebook. The social networking giant continuing making incremental gains in the second quarter of 2014, according to recently released data from Gigya. Facebook is the preferred social login preference for 55 percent of respondents, following by Google+ (27 percent), Yahoo! (11 percent), Twitter (5 percent) and LinkedIn (1 percent). 

Those percentages change slightly by industry (see infographic below). The Gigya data revealed that Facebook dominates the e-commerce category, for example, but did slip 2 percent while Amazon and Paypal continue to gain traction. It's a slightly different story for the media/publisher segment. In this category, Facebook has 49 percent of social logins, followed much more closely this time by Google at 29 percent and Yahoo at 11 percent.  

Gigya also examined the different social login preferences by mobile devices and how the practices changes based on different geographic locations around the world. 

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