14 DAY TRIAL // Facebook still leads in worldwide social sign-ins, shows new data regarding the first quarter of the year. Google is closing in on its competitor in several important areas.
Social sign-in allows users to log in to various sites by using their social network ID in order to avoid creating a brand new account with username and password for each site. It also allows marketers to gather customer insight from their social profile. However, privacy concerns keep many users away from such services.
While Google+ hasn’t had as much success as the company had hoped, its ability to integrate with search data gives Google an edge over its adversaries. This feature allows an even more accurate customer profile that marketers can take advantage of.
According to the data presented by eMarketer, Facebook covered 46% of the worldwide users that preferred their system to sign in on social sites. During the fourth quarter of 2012, the company covered 49%.
The 3 percent that Facebook lost went straight to Google, since that’s the exact increase the company registered (up to 34%) from one quarter to another.
On consumer brand sites, the gain was even larger for the company. Google gained 5 percent over the first three months of the year, reaching a quota of 28%. At the same time, Facebook registered a 55% share, down from 58%.
Other companies, such as Yahoo!, Twitter and AOL are also present on the graphs, but their combined impact is very small on the evolution of the two Internet giants and it’s hard to believe things are going to change in the near future.
The data was amassed by Janrain, a tech company from Portland, Oregon. It offers service solutions for commercial businesses and marketers in particular in order to connect to their sites via social-login.