Facebook leads in social logins on retail sites

January 29, 2015 03:53 PM

72% of shoppers who used an established login on retailer sites served by Gigya Inc. typed in their Facebook credentials to do so, according to a new report from Gigya.

The vendor’s technology lets consumers sign into e-retailer sites using their established logins with such sites as Twitter, Facebook and Google Inc.’s social network Google Plus.

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

  • 72% used Facebook credentials, down from 76% in 2013’s fourth quarter
  • 18% used Google Plus credentials, the same as in 2013
  • 5% used Amazon credentials, which wasn’t an option in 2013
  • 2% used Twitter credentials, the same as 2013
  • 1% used their Yahoo credentials, down from 3% in 2013
  • 2% logins from other providers, such as PayPal

The vendor, which counts David’s Bridal Inc., Dick’s Sporting Goods Inc. and Microsoft Corp. among its retail clients, says that Facebook’s market share dominance is larger on retail sites than it is on most other industries’ sites, such as those in media and publishing. For example, 55% of consumers using a social login to sign into Gigya’s media and publishing clients’ sites did so via Facebook, while 21% used Google Plus, 11% Twitter, 8% Yahoo, 3% LinkedIn and 2% other credentials.

While Facebook likely will continue to dominate social logins on retail sites, its market share probably will continue to fall as consumers start to use other credentials, such as their login, Dave Scott, Gigya’s chief marketing officer, says.

“People are used to interacting with Amazon, which is why its login is gaining traction,” he says.

And as Gigya rolls out more login options—it now offers 50—the ways in which shoppers log into sites will diversify, Scott says.

Across all Gigya sites:

  • 61% of those who logged in with social user names and passwords usedFacebookcredentials, up from 51% in 2013
  • 22% used Google Plus credentials, down from 28%
  • 6% used Twitter credentials, up from 4%
  • 6% used Yahoo credentials, down from 15%
  • 2% used LinkedIn credentials, up from 1%
  • 3% used logins from other providers, such as Amazon and PayPal, up from 1%

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

  • 77% used Facebook credentials, up from 63% a year earlier
  • 16% used Google Plus login, down from 25%
  • 6% used Twitter, unchanged from 2013
  • 1% used logins from other providers, while 5% used Yahoo and 1% used other providers a year earlier

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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