Facebook dominates social logins on retail sites in the first quarter

April 22, 2015 11:16 AM

Nearly three-quarters of consumers who used an established login on retailer sites served by Gigya Inc. entered 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 their established logins with such sites as Twitter, Facebook and Google Inc.’s social network Google Plus. And that dominance isn’t likely to stop anytime soon, says Victor White, Gigya’s director of marketing communications.

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

  • 72% used Facebook credentials, unchanged from the fourth quarter.
  • 19% used Google Plus credentials, up from 18%.
  • 4% used Amazon, down from 5%.
  • 2% used Twitter, unchanged from the fourth quarter.
  • 1% used Yahoo, unchanged from the fourth quarter
  • 1% used eBay Inc.’s PayPal, which was included in the “other login” category last quarter.
  • 1% used other login providers, down from 2% (the year ago numbers don’t add up to 100% due to rounding).

While there wasn’t much quarter-over-quarter change, Facebook’s recent moves to make its platform and social login more useful to consumers and retailers, such as opening its Messenger app to retailers, will likely expand its market share, White says. “The more value Facebook adds, the more likely consumers are to use their Facebook login on other sites,” he says.

Facebook’s market share is larger on retail sites than on most other industries’ sites, including those in travel and hospitality, says the vendor, which counts David’s Bridal Inc., Dick’s Sporting Goods Inc. and Microsoft Corp. among its retail clients. For example, 68% of consumers using a social login to sign into Gigya’s travel and hospitality clients’ sites did so via Facebook, while 21% used Google Plus, 4% Yahoo, 3% LinkedIn, 2% Twitter and 2% other credentials.

Across all Gigya sites:

  • 64% of those who logged in with social user names and passwords used Facebook credentials, up from 61% from the fourth quarter.
  • 21% used Google Plus, down from 22%.
  • 6% used Twitter unchanged.
  • 5% used Yahoo, down from 6%.
  • 2% used LinkedIn, unchanged.
  • 2% used other logins, down from 3%.

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

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




Top Solution Providers