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The Landscape of Social Login: Facebook Trends Up as Yahoo Tumbles

The trends we saw in Q2’s social login data continued in Q3, with Facebook continuing to make incremental gains as the web’s most used third-party identity provider. Also in step with recent trends, Yahoo continued its precipitous decline, dipping below 10% of all social logins in the quarter.

Facebook’s majority position seems to have been solidified by the company’s recent changes to Facebook Login, which now includes line-by-line controls for users when they choose to log into sites and apps with their Facebook credentials.

Google/Google+ saw a slight decrease overall, but made critical gains in mobile, while Twitter broached double-digits in login percentage for the first time in more than a year. Also of note, Login with Amazon gained its highest percentage of logins since launching in May 2013.

Check out the infographic below for the full breakdown of social logins in Q3 2014:

— Victor White, Director, Marketing Communications


By Victor White

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Consumer Identity World USA, September 12-13, 2017, Seattle