Study: Facebook is Falling in Social Login
Jantrain has released the results of its quarterly study on which social networks people use to log in to third party sites, which is known as using a social login, a technique that Jantrain pioneered. Predictably, Facebook (NASDAQ:FB) maintained its number one spot in the third quarter of 2013, but data shows that Facebook’s dominance in social login is being eaten away by other social networks that have begun offering social login as well.
Facebook came in at 45 percent of all social logins in the third quarter of this year, which is a noticeable decline from where the site peaked a year ago at 54 percent. Google’s social media site Google Plus has eaten away at Facebook’s share of social logins, coming in at 33 percent for this year versus 25 percent a year ago.
Jantrain said that social logins are appealing because they remove the necessity of maintaining a myriad of user names and passwords for different sites around the Internet and they practically eliminate the need to fill out lengthy registration forms. As more people choose to use mobile devices for their computing needs, users will show even less patience with filling out such forms and social login will become even more common.