Customer profile-management provider Janrain offered its take on social login trends for the first quarter of 2014, which differed markedly from the conclusions provided by consumer-management-suite provider Gigya earlier this week on the same topic.
Janrain found that Facebook’s share of social logins was 42 percent in the first quarter, down 3 percent from the fourth quarter of 2014, while Google Plus saw a 3 percent gain, to 38 percent, and Yahoo was up 1.5 percent.
Meanwhile, Gigya reported that Facebook was on the upswing, while Google Plus was fairly flat, and Yahoo was on the decline.
Other highlights of Janrain’s findings included:
- Google Plus overtook Facebook and LinkedIn in terms of social logins on business-to-business sites, but its lead is narrow.
- Facebook extended its wide lead on entertainment and gaming sites, reaching 66 percent of social logins.
Janrain said of its findings:
While its share decreased from 45 percent to 42 percent during the first quarter of 2014, Facebook maintains its long-standing lead as the most popular choice for social login. The first quarter of 2014 also saw Google continue to rise in popularity. With a 38 percent share of all social logins, Google has gradually continued to close the gap on Facebook for the past six consecutive quarters. Its popularity is at its highest level in three-and-a-half years.
What accounts for this rise in popularity? The continued emergence of Google Plus certainly plays a role. In addition, Google has made a strategic push to unify each of its services (Gmail, Google Plus, YouTube, Google Drive, Android, Google Play], to name a few) under a single Google identity. Consumers are using a single Google identity to access each of these services, which may have a positive impact on the value and equity they place in that identity. Social login preferences tend to closely reflect these consumer affinities, and as services become stickier for consumers, the identity used to access those services tends to follow suit.
Yahoo also experienced its largest single-quarter increase in preference in four years, with its share jumping 1.5 percent. As Yahoo seeks to evolve its business model and create new revenue streams to build off of its first-quarter success, its share of social logins improved 1.5 percent during the first quarter of 2014. This success may be coupled with a renewed vision toward promoting its own identity and growing consumer affinity for the company through rich media content. With Yahoo’s recent decision to remove the ability to access Yahoo services using your Facebook or Google identity, we look forward to seeing whether its share of social logins will continue to trend in a positive direction.
Readers: Why do you think the conclusions on social login trends by Janrain and Gigya differ so greatly?