The company that rules the social login has a leg up to dominate e-commerce, online advertising and a slew of other profit-oriented activities thanks to the data this activity can yield.
It's no small matter, then, that Facebook — which has long been the top platform for social sign-ins — is now showing signs of losing some of its market share.
So says a new survey by Janrain, which found that Facebook's overall market share of logins decreased 3 percent in the fourth quarter of 2014 after six months of consecutive growth. Meanwhile, Google's share of logins grew 6 percent, from 34 percent in the third quarter to 40 percent in the fourth.
It is a significant increase, Janrain claims — it is, in fact, the largest quarter-over-quarter increase in logins across all sites for any of the top identity providers in over two years.