Social logins have great commercial importance also other than social aspects. They offer a consumer a universal login that increases the liklihood he will sign into an e-commerce site.
It makes the entry to an e-commerce site, or other password-protected property, much easier with an existing credential instead of establishing a new registration and setting a new password. Facebook, Orkut, LinkedIn, Google+ all have contributions into this at various levels.
Facebook: The Leader
When considered from the social log-in trend, Facebook is still maintaining its top rank for the 9th consecutive quarter though it has faced a slight loss in recent future. Like all other verticals as entertainment, gaming and media Facebook is no doubt ranking on top in retail and consumer brands also. A majority of shoppers consisting 48% prefer to login to retail sites through Facebook identity.
Janrain, a provider of social media login technology with hundreds of retail clients, has observed 62% of shoppers who use an established login to sign into one of Janrain’s retail clients’ web sites in the fourth quarter eventually entered in their Facebook credentials.
Janrain’s technology has the system which allows the consumers to sign into their e-retailer sites by using the existing user name and password combinations of their user accounts on various social networking sites such as Twitter, Facebook or Google Plus. Hence they could easily track that the 62% of shoppers who use an established login to sign into one of Janrain’s retail clients’ web sites in the fourth quarter eventually entered in their Facebook credentials.
This definitely shows an upward curve comparing to61% in the third quarter and 55% in the fourth quarter of 2012,
From this study Janrain has come to a conclusion that the percentage of consumers signing into their retail web sites with their Facebook credentials always has a steady growth in number. This is also an important point to note that since 2010 Janrain has the same track record which again indicates Facebook continuously bagging the highest percentage in this regard. Shareaholic also in their sharing trend analysis report in June 2012 has expressed the same feature which shows Facebook holding the top sharing platform.
Mobile apps favors Facebook
In mobile application logins, Facebook again is on top. In popularity it secures 52% leaving the next competitor Google behind at 27%, followed by Twitter (13%) and Yahoo (7%). But some users prefer Twitter as their portable identity of choice on mobile apps. In terms of growth, Facebook’s share grew 3% points to a majority, while Google also grew 2% points.