Facebook topped the 60 percent mark for share of social logins for the first time since 2011, tallying 61 percent in the fourth quarter of 2014, according to the latest data from customer-identity-management platform Gigya, a Facebook Preferred Marketing Developer.
Facebook’s share has steadily risen, from 51 percent in the third and fourth quarters of 2013 to 53 percent in the first quarter of 2014, 55 percent in the second quarter and 61 percent in the third quarter.
Trending in the opposite direction was Yahoo, which has seen its share of social logins plummet from 18 percent in the third quarter of 2013 to just 6 percent in the most recent quarter.
Facebook’s focus on mobile also paid off in terms of share of social logins, as it rose 15 percent to 77 percent, again blowing away second-place Google+ (16 percent) and the rest of the “competition.”
Breaking it down by industries, Facebook was most dominant in education/nonprofit (76 percent) and held the slimmest lead in media/publishers (55 percent), where Google+ posted its strongest showing (21 percent).
Africa/Middle East was the region where Facebook performed the strongest, at 79 percent, while that total was only 59 percent in North America, where No. 2 Google+ posted a respectable 24 percent.
Gigya wrote of its findings:
In the fourth quarter of 2014, Facebook continued making solid gains and surpassed the 60 percent mark for logins for the first time since 2011. The world’s largest social network sustained momentum throughout 2014, likely catalyzed by increased transparency with users and granular data controls with Facebook Login. Meanwhile, Google/Google+ maintained nearly one-quarter of all logins, while Yahoo showed no new signs of life since losing much of its share of logins.
Facebook saw its most dramatic gain as an identity provider on mobile devices in the fourth quarter. With a massive 15 percent boost over the third quarter, the company’s focus on winning the war for mobile identity seems to be paying off as consumers increasingly use their phones as their primary Internet devices.