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The Landscape of Customer Identity: Facebook Slides Again

In the fourth quarter of 2015 (October – December), Facebook’s market share of social authentications declined for the second consecutive quarter. The world’s largest social network does, however, still control 62% of the overall social login market. As competition increases and other third-party identity providers (IdPs) improve their authentication flows, it will be interesting to see whether Facebook can meet or surpass the all-time high 66% share it achieved in the second quarter of 2015. Due to privacy and UX/CX improvements, Facebook accounted for an astounding 80% of all social authentications on mobile applications.
Google improved its overall share of the social authentication market to 24% in Q4. Google’s increase over the last two quarters may be attributed to the company’s unification of its services (Gmail, YouTube, Google Drive, Google+, etc.) under one unique ID per user. As the company continues to struggle with a low number of active, logged-in users, Yahoo’s share of the social authentication market remained below 5% for the third consecutive quarter.
Check out the infographic below to see how consumers leveraged their existing social media credentials to authenticate their identities across the web and mobile applications in Q4 2015.

By Reeyaz Hamirani

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February 23, 2018

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