Facebook is dominating Google, Yahoo, and Amazon in this one niche area


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Think about the last time you signed up for a digital product or service.


Did you make a new account or did you skip the hassle by registering with one of your existing online identities?

There's a good chance it was the latter: 88% of consumers have logged into a website or app using an existing social network account, according to customer identity management provider Gigya. That's up 11% from 2014.

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Gigya studied the data from more than 700 of its customers, and discovered that more than 60% of people who used social logins sign up with their Facebook accounts.

More than 80% of the top 100 grossing apps on iOS and Android offer Facebook Login as a sign-in option. When looking at mobile devices only, Facebook led the pack by an even greater percentage, capturing a whopping 77% of social login usage.


Those percentages blow past the marketshare of other major companies like Google (20%), Twitter (6%), and Yahoo (4%). Yahoo's share was hit particularly hard this year, declining 11 percentage points since 2014.

With every social login a company gets, it get useful data, too.

"It's beneficial, because they can collect more information on the backend," Gigya corporate communications manager Reeyaz Hamirani tells Business Insider.

New Facebook Login


For example, if someone uses their Facebook account to log into an ecommerce app, Facebook can show more ecommerce-related advertisements to that person.

Also, developers who integrate with a company's Login capabilities, are more likely to use some of its other tools, like mobile app ads.


Plus, if someone logs into lots of other accounts using their Facebook or Google or Twitter profile, they're much less likely to delete that profile.

"There is stickiness involved it to," he says. "There's definitely a user retention aspect."

There is one category where Facebook isn't the only one making big gains.

For ecommerce sites, Amazon and PayPal logins are gaining market share.

Facebook's total Q2 2015 login share of 70 percent fell 2 percent in the last quarter, while Amazon garnered a total of 7 percent market share and PayPal captured 3 percent, Gigya says.


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