The Landscape of Customer Identity: Facebook Dominates, Payment Providers on the Rise

In the second quarter of 2015 (April – June), Facebook continued its steady climb as the third-party identity provider (IdP) of choice for consumers, now controlling two-thirds of all social logins, an all-time high. Much like Q1 2015, Google+ is the only other IdP that maintains a market share of social logins greater than 10%. Yahoo has dipped below 5% of logins for the first time.

While Facebook’s overall market share increased, the world’s largest social network’s grip on eCommerce sites fell by 2% in Q2 2015 as payment providers Amazon and PayPal continue to gain steam as third-party identity providers. Consumers appear to be taking advantage of being able to log in and pay for items on websites using the same identity for one seamless interaction. Amazon and PayPal now combine to make up 10% of all social logins on eCommerce properties.

Take a look at the infographic below to see how consumers leveraged their existing social media credentials to authenticate their identities across the web and mobile devices in Q2 2015.

– Reeyaz Hamirani, Corporate Communications Manager


By Reeyaz Hamirani

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