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Shoppers mostly use Facebook to sign into retail sites, but Amazon makes gains

July 31, 2015 03:48 PM
http://www.internetretailer.com/static/uploads/thumbs/Facebook_login_jpg_78x78_crop_q95.jpg

Seven out of 10 consumers using an established login to sign into sites and apps on their mobile devices enter in their Facebook credentials, according to the latest quarterly social login report from Gigya, a vendor whose technology enables consumers to sign into e-retailer sites using the user names and passwords they have registered with such sites as Twitter, Facebook and Google Inc.’s social network Google Plus.

While Facebook remains consumers’ top choice for logging into e-commerce sites, its share of logins fell by two percentage points from the first quarter. Meanwhile, Amazon.com Inc.’s and PayPal Inc.’s shares inched up.

Among consumers who used a social login on Gigya’s retail sites in the second quarter:

  • 70% used Facebook credentials, down from 72% in the first quarter.
  • 15% used Google Plus credentials, down from 19%.
  • 7% used Amazon, up from 4%.
  • 3% used eBay Inc.’s PayPal, up from 1%.
  • 2% used Twitter, unchanged from the first quarter.
  • 1% used Yahoo, unchanged from the first quarter
  • 2% used other login providers, up from 1%.

While Facebook is the leading login provider among retail sites, its share is larger among shoppers who used a social login while on a mobile device, says the vendor, which counts Nike Inc. and 1-800 Contacts Inc. among its retail clients.

Among shoppers who used a social login while on a mobile device:

  • 77% used Facebook credentials, up from 76% in the first quarter.
  • 15% used Google Plus, down from 16%.
  • 7% used Twitter, unchanged.
  • 1% used logins from other providers, unchanged.

Across all Gigya sites:

  • 66% of those who logged in with social user names and passwords used Facebook credentials, up from 64% in the first quarter.
  • 20% used Google Plus, down from 21%.
  • 6% used Twitter, unchanged.
  • 4% used Yahoo, down from 5%.
  • 2% used LinkedIn, unchanged.
  • 2% used other logins, down from 3% (the first quarter figures don’t add up to 100% due to rounding).

While Gigya declined to disclose the percentage of online users who log into its customers’ sites with social credentials, it recently released a study that found 66% of consumers say they use their social network credentials “always” or “often” when presented the option, which is nearly double the percentage who said so in a similar survey in 2012.

 

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