More people are turning to their Facebook identity to log in to third-party websites and apps, according to data from social login provider Gigya, whose clients include Pepsi, Verizon and ABC.
In Q3, data gathered from the company’s 700 clients showed that those with social logins use Facebook most of the time (51 per cent). This is followed by Google+ and Yahoo at 26 per cent and 18 per cent respectively, while Twitter lags behind at just four per cent.
According to Patrick Salyer, CEO of Gigya, the biggest benefit of being the preferred social login is staying power.
“It’s a way for [social networks] to create very long-term relevancy with users,” he said. “Whatever you’re using as your authentication login, that is going to be a service you continue to maintain and use possibly years and years from now.”
Salyer noted that a growing number of users are logging in using their existing social accounts as it is more convenient compared to creating another username and password.
Gigya also found that the social network appears to be the preferred login in most areas outside of Europe and the United States. Facebook’s login share in Africa, South America and the Asia-Pacific stood at more than 70 per cent compared to the US at only 47 per cent.
In August, Facebook implemented two-step login permissions, with the goal of persuading more users to sign in using their Facebook identity by clearly explaining the information and data that third-party websites and apps are able to access.
The social network recorded a monthly login figure of over 850 million as of August.