Since its introduction, users have always favored social login options over traditional sign ups or logins. In the latest Social Login Trend report of Q1 2015 released by Janrain, Facebook Inc. (NASDAQ:FB) and Google Inc. (NASDAQ:GOOGL) dominated the internet as the top choices for third-party social logins across different industries.
Right from 2004, Janrain – a social login management company – has been helping sites across the web to implement social login technology in order to make the whole “Sign Up” and “Sign In” process simpler. For the last 20 quarters, the company is monitoring the social login trends across the web within different industries to give us a clear idea on how social login is getting immensely popular among the people.
Brief History of Social Login
In 2005, LiveJournal changed the way of registering or logging in to an application when the founder Brad Fitzpatrick developed OpenID which offered an easy login option to users through an existing Google, Yahoo! or WordPress account. The early adopters of single sign-on also included Google when the search giant merged all its major application such as Gmail, Calendar, Drive, YouTube etc. under single sign-on option.
Slowly many different websites across the globe started implementing social logins in order to encourage registrations on the site in the most convenient and hassle-free way. With the social login feature, users were relieved from the stress of remembering the passwords for different websites. As Facebook, Twitter and Google+ gained popularity as the top engaging social networking portals, social logins became common all over the web as the users preferred signing up using their existing social networking account instead of creating a separate account for each web service they use.
Social Login Trend: Q1 2014 – Q1 2015
Facebook being the highly popular social networking portal, has consistently been the top choice for social logins closely followed by the search engine mogul, Google. Looking at the last 5 quarterly reports generated by Janrain, all the other major social networking sites such as Twitter, Yahoo! and LinkedIn fell way too far behind in this social login race which is highly dominated by Facebook and Google. With eMarketer’s prediction that more than half of all social networking will occur on smartphones and tablets by the end of 2015 and Forbes declaring that social media marketing will become the core pillar of content marketing soon, the increase in adoption of social login by not just mobile websites, also mobile applications world over, is inevitable.
Although Google started off well ahead of Facebook in the social login race from the last quarter of 2009 up to end of 2010, it fell behind Facebook and never seemed to catch up with the social media mogul since 2011. However, Google was able to shorten the gap on 2 occasions in the last one year. During Q1 2014, Google managed to up its share of social logins up to 38% which was only 4% short of Facebook which dominated the race with 42%. After falling farther behind Facebook in the next 2 quarters, Google yet again came close now with 40% share of social logins in Q4 2014 falling slightly short of Facebook which recorded 43% of social logins across the web, according to Janrain.
Privacy has only been the hurdle between using and not using the social login feature on a website. However, Facebook has been successful compared to other social networks in assuring the user privacy while accessing other websites through Facebook login. The new privacy updates have helped the social media giant to encourage more users in its network to use Facebook login option instead of signing up with email or other social networks. This update will possibly be the main reason why Facebook, in spite of stumbling down a bit in the previous quarter, climbed back up again to dominate the social login trend in Q1 2015 with 45% share. With 37% of social login share, Google secured his second place, followed by Others and Twitter with 6% and 5% share respectively.
Here are few interesting trends to note:
- Together, Facebook and Google are controlling 80% of social login share. That means internet users are more confident about their information security with these networks as compared to others.
- In 2014, Yahoo! nearly lost half of its market share compared to the previous year. In Q1 2015, Yahoo! lost further 1% point share, accounting for just 3% share.
- In the last 2 years, Twitter’s market share remained almost constant, between 7% and 5%.
- LinkedIn has improved its market share by 1% point in 2014.
- Windows social login share has been declining constantly in the last few quarters, reaching just 1% in Q1 2015. Looks like, no one is really caring about Windows Live and have miniscule confidence in Microsoft security.
Social Login Trends across Industries
Although Facebook and Google have been dominating overall, the Social Login Trends over B2B industry clearly shows that LinkedIn Corp (NYSE:LNKD) is growing as the most favored social login option. Started with almost the same share of social logins in Q1 2014 with Google having a slight edge, LinkedIn was successful in taking the lead from Facebook in the last quarter of 2014 serving 35% of total logins. Facebook did make a comeback in the next quarter jumping a leap of 11% point to record 35% of total logins with LinkedIn dropped down to 3rd position registering just 25% of the total logins. With LinkedIn predicted to soon be the most preferred B2B Social Network, it might overtake to be the rest and widen the gap further.
Meanwhile, Facebook remains highly dominant across other industries followed by Google. Other than the B2B industry, Facebook has managed to record more than 50% of total logins across major industries such as Consumer brands, Music, Media, Retail and Gaming & Entertainment. Google and other social networks are way too far behind the social media mogul in the race to dominate social login trends for these industries.
Social Wallet Complimenting Social Login
Almost every B2C social network today is integrating the sales life cycle fulfillment into its offerings and presenting their advertisers the ROI they have always wished to see. And it doesn’t seem far before this integration reaches websites and apps as an extended experience. The Google Buy button, the Buy button on Twitter and the Pinterest Buy It button options indicate strongly that the way ahead is all about instant gratification and exercising the power to purchase from anywhere. These social payment possibilities will allow brands to take advantage of the captive user base of these social networks and platforms. To enable the end consumers to buy without having to disclose their payment and other details to each and every online shop separately, enabling Social Login integration would be the fastest route.