Social logins, released into the world only a short time ago, have become the de facto backbone of the internet, powering easy login access to millions of sites. So who's winning this increasingly lucrative battle to be the glue of the internet - and benefit from the data accumulated as a result?
Facebook continues to dominate
In last quarter's results, Gigya found that Facebook was barely maintaining share as the majority of logins.
Under pressure from Google and the growing Google+ ecosystem, the social network has continued to re-entrench its dominant position in the first quarter of this year, providing logins for 53% of all logins.
Compared with last quarter, Google has been static and holding on to the same 28% share. LinkedIn and Twitter are also maintaining their respective slivers.
It's actually Yahoo that's losing out, dropping to 13% and giving 2% directly to Facebook. Yahoo's sustained moves in social and online have made waves, and yet it appears that the company is losing ground on becoming a pervasive login for users - a vital position for ideal placement in a user's online experience.
In fact, Yahoo also dropped 1% point when it came to social logins on mobile - another warning sign that the company's movements aren't yet reaping results on the consumer interest side.
For its part on mobile, Google gained 1% from Facebook, capturing 26% of mobile logins compared with 62% for Facebook. This small drop doesn't yet pose a problem to Facebook, and actually points to the spectacular job the company has done transitioning its product to mobile while maintaing the relevance and market share required to increase profits now that it is in the public market.
Social login breakdown in travel
Facebook continues to dominate social logins for travel and hospitality brands, with 65% of logins. Google captured 22%, Yahoo won 6% and Twitter/LinkeIn barely made a dent with 2% and 3% respectively.
Facebook reigns supreme for social industries such as e-commerce, education and consumer packaged goods.
Facebook also posted a strong share with media; however, Google has a respectable share in this particular vertical. While this might show some success on the part of Google as far as using Google+ authority as a key driver in the placement of search results, the share in this category - 32% - is unchanged from the final quarter of 2013.
Finally, Gigya has broken down the popularity of various social logins on a geographic basis.
Worldwide technologists take note, as this provides some valuable data on what logins customers in particular regions might expect to see on an app or web interface.
Gigya's blog post lives here.
NB: Facebook/Google image courtesy Shutterstock.