Facebook’s hold on the social login market could be decreasing as more consumers sign into third-party sites with Google, Twitter and other accounts, according to a study by Janrain.
Janrain offers a social login widget that websites can use to give users options for signing in with Facebook, Google, Twitter, Yahoo or more than two dozen other services. Each quarter, the company looks at what consumers are choosing to use on the sites that use its social login product. For the second quarter in a row, Facebook’s lead decreased and Google gained. This does not necessarily mean that fewer users are logging into sites with Facebook, but the overall percentage of users doing so has declined.
Facebook claims a 46 percent share of overall logins through Janrain, and Google has 34 percent. Among the gaming and retail verticals, however, Facebook’s share is higher — close to 60 percent — and has even increased over the last quarter. For media and music sites, Facebook claims around 50 percent of logins, but Twitter and Google are becoming more popular.
Google is a popular choice for retail and consumer brand sites, with just under 30 percent of logins. LinkedIn leads for sites where users want to represent themselves as business professionals. Janrain says as many as 80 percent of users log in with LinkedIn on some B2B websites.
Regional networks continue to contend with Facebook in some areas like the Netherlands, India, Brazil, Japan and Russia.
The takeaway for developers, brands and publishers is that offering consumers a choice of login is important, but some services make more sense than others for particular verticals or regions. Businesses should consider users’ preferences, as well as their own objectives. There are differences in the amount of information a company can collect about consumers and about the type of sharing that is possible when using different login services. Janrain provides a useful breakdown here.