Social logins, where you can sign onto a multitude of websites with a social network or email login, can tell marketers which social networks are most popular for users of a given site, plus indicate other useful trends. Some of those trends are available in the new quarterly report from social login provider Janrain.
In Q3, Facebook’s popularity dropped slightly to 44.9 percent of all social logins, compared to 46.2 percent in the previous quarter. Google’s also declined slightly, to 32.9 percent from 34.4 percent, while increases of as much as a point were seen by all the others, which remain in single digits — Yahoo, Twitter, LinkedIn and Microsoft. More importantly, Facebook and Google are now separated by only about 12 points, compared to Facebook’s 29 point advantage in third quarter of 2012.
Google Sharing, Amazon
The report, Social Login Trends Across the Web for Q3 2013, notes that Google’s dip came even though Janrain implemented Google+ Sign-in in April. As number two in social logins, Google may be boosted through trends identified by search and social analytics specialist Searchmetrics, which reported in June that, if the current growth rates continue, the Google+ social network will surpass Facebook in sharing by 2016.
Another trend noted by Janrain is the use of Amazon logins, which have only begun to be enabled by various sites.
But the big picture doesn’t reflect the fact that social login preferences, as one might expect, differ according to the kind of site that’s being logged into. Janrain points out, for instance, that sites oriented toward business professionals tend to have higher LinkedIn logins.
Differences by Verticals
A key reason is that logged in users can give the site access to their profiles, and LinkedIn’s is the identity many business people want to present to other business people. A form on that site, for instance, can be pre-populated with info from the LinkedIn profile. For marketers, information from social profiles that have been made available can help target content or product personalization, and the distribution of logins can help guide marketing campaigns on those networks.
Another differentiator noted by Janrain is geographic, such as the wide use of logins in Brazil and India through an Orkut identity, from the social network popular in those countries.
There are also differences by verticals, such that Facebook remains top dog across media, retail, entertainment and gaming, consumer brands and music-related sites, but second place Google shows its “most significant growth” on sites of consumer brands and B2B sites. In Q3, Google’s share of logins on B2Bs increased 4 percent over the previous quarter to 26 percent, on top of a 2 percent increase in Q2. Facebook’s has remained flat among B2Bs at 33 percent over the last year.
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