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Gigya Follows Janrain With New Social Login Data

Two competitors have released their perspectives on the most popular social logins. The statistics from Janrain and Gigya paint a picture that sometimes matches, but often does not.

Most recently, on the heels of a report on social logins from Janrain, Gigya released its quarterly report this week in the form of an infographic. In both, Facebook reigns supreme – but, underneath that social giant, the landscape gets more complex.

'Different Customer Bases'

Victor White, Gigya's director of marketing communications, told CMSWire the latest data from his company's "Landscape of Social Login" second quarter report shows Facebook "having a stronger presence as an identity provider," with Google Plus picking up steam. There's also growth among providers in regional social networks around the world, including VK, Sina and QQ.

But, while Gigya presents a constant upward path for Facebook, Janrain found that the social site had experienced falling market share for the previous six quarters, rebounding in the most recent one. Why?

White said that, without commenting on Janrain's data, "one factor could be we tend to work with different customer bases."

"Gigya works with more than 700 of the world's largest brands," he told us, "companies like ABC, Nike, Dell, The NFL, and Forbes, while some other vendors offering social login tend to work with smaller businesses, which may have a different user-base."

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From Gigya's infographic of its data

Unified Logins, Differing Breakdowns

Could Facebook's adoption of anonymous login and line-by-line controls be contributing to that site's popularity? Both were cited by Janrain, and White agreed that they could be "making a difference with regard to consumer perception."

But he pointed out that, although line-by-line controls are being rolled out, anonymous login "is still in closed beta, so attributing the boost in Facebook login to anonymous login is far-fetched at best."

Janrain also showed that, contrary to what one might expect, Facebook in the leading login on B2B sites. White said that Gigya's data does not separate out all B2Bs. "For example," he said, "a Gigya customer selling office supplies would be listed under eCommerce rather than being listed as a B2B site."

According to Janrain, LinkedIn – which one might expect to be the most popular login on B2Bs – accounts for 30 percent of those logins, and is growing.

Gigya, on the other hand, sees a fading LinkedIn. "LinkedIn used to have a more robust presence in social login," White said, "but in the last couple of years it has significantly tailed off."

He said one possible reason could be that people may be using their Google Plus accounts to identify their 'business' persona, "thus cannibalizing LinkedIn's share."

Social logins may be unifying the experience of presenting your credentials across apps and sites, but, for the time being, understanding the details of the vendor breakdowns still depends on whose report you follow.

 
 
 
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