Facebook is indeed a powerful force on the Internet. Not only have recent reports indicated that the social networking behemoth refers more traffic than any other social site, according to Q2 data from social identity management software provider Gigya, Facebook is regaining its lead — and taking market share from other networks, too.
Gigya director of marketing Victor White attributes this trend to the fact that Facebook makes it easy to auto-populate data across a wide range of services. This is done to create personalized experiences.
There’s also a trust factor at play. During the F8 developer conference, Facebook announced that it was giving users granular social login control, effectively enabling them to control what information they share with business. Of course, we’ll have to wait for the Q3 data to find out if the controversy over recent experiments have had any impact on user trust.
White also notes that the social component is not to be underestimated.
“When users log into a site, they intuitively want to share their experiences with networks of real friends,” he says. “Users know that when they log into sites with their social network credentials, they will be able to share seamlessly with their friends.”
On the other side of the spectrum is Yahoo, which has seen its share of social logins decline steadily over the last few quarters. In March, Yahoo disabled Facebook and Google+ identity management on its online properties — a move that hasn’t had any impact on the free fall in consumers using Yahoo to manage their social identity. White says that Yahoo’s only chance is to provide real value to both businesses and consumers.
“They’ll need to consider how identity can be used to power on-site personalization, social graph integration and potentially even payments,” he says. “Until the company can offer substantial benefits for consumers as an identity provider, Yahoo will continue to lag far behind companies like Google and Facebook.”
Check out the infographic below for Q2 social login data from Gigya: