Social login is vital for business firms and online brands as consumers are growing impatient and prefer not wasting their time in filling up long form with personal details while logging to any website or apps. Social login option is most advantageous from user prospective as a time-saver, also their networking activities (monitored by online brands after they use social login option) is likely to help user in finding engaging ads (of their favorite ads). Facebook Inc. (NASDAQ:FB) continues to dominate on social login usage market due to its massive 1.15 Billion user-base followed by Google Plus (343 Million).

A Facebook Preferred Marketing Developer Gigya, had conducted a survey based on Q3 July-September, on social login behavior across different websites and landscape. Few interesting facts and findings from the survey are highlighted below:

  • Social login through mobile devices was dominated by Facebook with massive 66% share followed by Google Plus with 20%. Twitter (9%) and Yahoo (4%) were next in the row.
  • Social login for media and publishing sites were mainly through Facebook(44%), Google Plus(29%) and Yahoo (22%).
  • Facebook dominated with 74% for social logins for E-commerce websites followed Google Plus(17%). Majority of shopaholic prefer following updates and products of their brands on Facebook which has resulted in its greater share for social login. Even PayPal marked itself in the race with 2% share, demonstrating that payment providers are paving their way as identity providers.
  • Facebook and Google Plus possessed leading share in consumer brands (61% and 22%), Travel/Hospitality(50% and 29%) and education sector(81% and 17%).
  •  When compared based on geography, north america region was dominated by Facebook with 47% share, followed by Google Plus 27% and Yahoo(21%).
  • In Europe (including Russia), Facebook had 52% share followed by Google Plus(19%) and Vkontake (13%).
  • Facebook outplayed Google Plus and other contemporaries in developing countries with 70% of social login share in Africa and 74% in Asia pacific.

Facebook will continue to dominate social login share for next few years until some contemporary networking sites like Twitter , LinkedIn (NYSE:LNKD) or Google Plus escalate their user-base closer to Facebook. Majority of users across the globe engage with brands more on Facebook as user-base is significantly growing in developing countries; besides, user-engagement and ROI for brands is also more on Facebook.

Landscape of Social Login_Gigya_Q3 2013