Social Media Landscape And Sharing

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Social login and sharing preferences are rapidly evolving for today's connected consumers. Below, Gigya, the leader in connected consumer management, examines how consumers use their social identities across the web and mobile devices.


While Facebook continues to hold a dominant share of  logins, other networks most notably Google and Yahoo! now make up a large and growing percentage of logins. This is in contrast to 2011, when Google had a significantly smaller percentage of logins.


For online retailers Facebook is clearly the dominant identity provider, through Google/Google+ makes up a sizable percentage of logins, which we believe will continue growing as Google Wallet gains traction in the vertical. Additionally, Amazon is a new entrant in the space with Login with Amazon, and may quickly become a significant authentication player due to its Ecommerce brand equity.


Media and publishing sites and apps present a much more even distribution of logins. Facebook, while still a well-represented choice among users, does not hold a majority of logins among this group of Gigya clients. Google/Google+ and Yahoo are again the other dominant providers, with each accounting for roughly one quarter of logins. Google+ logins have been strengthened by mobile as users are prompted to download a site's corresponding Android app when they login with Google+.


Consumers Brands also see a disproportionate percentage of users logging in with Facebook. However, Google/Google+ has a very strong share of logins and other identity providers combined make up a sizable portion as well.


Travel and hospitality properties show a similar distribution of logins to media and publishing sites and apps with one significant difference. Yahoo's share of logins is much smaller while both Facebook and Google/Google+ have larger percentages.


Similar to Ecommerce, Education and Non-profit users show a heavy preference towards Facebook login. With Facebook accounting for 81% of logins, Google/Google+ and Twitter logins make up most of the remainder.


Facebook is still the number one destination for shared content among social networks, but other networks like Pinterest and Twitter drive large amounts of sharing as well.


Pinterest ascends to the leader spot in Ecommerce sharing, beating out Facebook by 4%. Pinterest has become increasingly valuable for online retailers, including Gigya client Indigo, which saw a 78% jump in social sharing just two months after implementing the "Pin it " button through Gigya's Share Bar.


Facebook is a particularly dominant sharing destination among Media and Publishing companies, accounting for 50% of shared content. Similar to our aggregate client data (above), Pinterest and Twitter are the other major sharing venues in this vertical.


Among Consumer Brands, Facebook maintains its lead as the number one most shared-to social network. Twitter has a remarkably strong presence on consumer brand sites and apps as well.


Facebook is once again the leading social network when it comes to sharing on travel web properties. Twitter and Pinterest still maintain as heavily shared-to social networks.


Education and Non-profit web properties are by far the most Facebook-dominant in terms of sharing, with the world's largest social network accounting for over 70% of all shares.

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