Facebook rules mobile social logins, controls 77% of the market

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Data gathered by identity management company Gigya shows Facebook leads the world in social logins, particularly on mobile devices, and for online payment and shopping. However, it’s also shown that the social network is losing some ground to Amazon and PayPal in the latter category.

Taking its data from the second quarter of 2015, Gigya shows Facebook’s social login market share had risen to 66%, way out in front of second place Google+, with only 20%. Twitter is in third with 6%.

Looking specifically at mobile, users logging in with Facebook credentials rises to 77%, with Google+ still in second place with 15%, and Twitter in third with 7%. Yahoo clings to fourth place with a single percent market share. Gigya notes that the Q2 mobile results are relatively unchanged over Q1.

Gugya’s infographic shows the control Facebook currently has over social logins


However, for mobile payments, Facebook dropped 2% in Q2, down to a still commanding 70% — but Amazon and PayPal both made marginal gains in third and fourth position, behind Google+. “Consumers seem to be taking advantage of being able to log-in and pay for items using the same identity for one seamless interaction,” says Gigya.

The percentage split — where Facebook controls 60% or more of the social login market — in all areas, from media and branding, to travel and education, is steady. Geographically, it’s the same story, with only Africa and the Middle East seeing a drop in share, a region where Google+ is at its strongest.