After 6 consecutive quarters of shrinking market share, Facebook’s share of social log-ins increased by 1.5% points to roughly 44% in Q2, extending its lead over Google, which dropped slightly to 37% share. Twitter (6%) moved in front of Yahoo (5%) for the third spot, but both remain far back from the leaders. Meanwhile, after briefly surrendering the lead on B2B sites in Q1, Facebook was back on top by a slight margin in Q2. Its lead was far more comfortable on music, entertainment, retail, media and consumer brands sites.
The ability to use an existing social network or email identity is now the most popular way to create accounts on the web. This is no surprise; 90% of people have encountered social log-in before, and more than half of people use it. Social log-in streamlines the account creation and log-in process by eliminating the need to create and remember yet another username-password combination.
Why marketers should use social log-ins:
Social log-in helps solve the challenge of collecting accurate customer profile data without sacrificing acquisition rates. Social log-in accelerates the registration process to a single click and grants instant permission-based access to rich demographic and psychographic data about your customers. This social profile data can be utilized to improve segmentation, personalization and targeting efforts.