Consumers prefer to use Facebook when engaging with brands

shutterstock_186292982Customer identity management platform, Gigya, has released its latest Q1 2015 social login results which show that Facebook continues to dominate as an identity provider.

A barometer for which third-party identities consumers favour when engaging with brands’ websites, the results show Facebook has strengthened its grip in past 12 months, increasing its share worldwide from 53% to 64%.

In Europe, Facebook is even stronger, amplifying its lead from 59% to 71% over the course of the year. In doing so it has annihilated European native platform VK’s share, reducing it from 9% to below 1% since this time last year. Facebook’s ownership of the mobile login space has also increased to 76%, up 12% from Q1 2014, commanding three-quarters of all third-party logins via a mobile device in Q1 2015.

Dave Scott, CMO of Gigya, comments: “Facebook has continued to make significant gains in the customer identity market, showing that consumers continue to trust it above all other platforms. It’s remarkable to see VK, Russia’s largest social network, drop significantly in the last 12 months. With Facebook now leading over 75% of third-party logins via a mobile device, it’ll be interesting to see how it capitalises on this in the coming months – following a decade since its launch.”

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