Google continues to be an increasingly popular choice when it comes to social logins, and Q4 of 2013 was its best single quarter since 2010, according to the latest report from Janrain.
Google hit 35 percent of all social logins in the quarter, its highest level since being at 38 percent in Q4 of 2010. Facebook remains the most popular option with 45 percent of all social logins last quarter.
Janrain credits Google’s push to merge many of its properties into Google+:
With the continued emergence of Google+, and the company’s push to unify each of its services (Gmail, Google+, YouTube, Android, etc.) under a single Google identity, we’re not surprised to see consumers placing more affinity in their Google identities, with social login preferences following suit.
But while consumers are using Google more to login to websites, Google’s growth isn’t coming at Facebook’s expense. In fact, Janrain says Facebook saw a slight uptick in Q4 and is back above 45 percent of all social logins. Instead, both Yahoo and Twitter saw about a one percent decline.
Facebook grew as a login option on retail sites in 2013, while Google was down in that vertical. Conversely, Google logins were up last year on music websites, while Facebook was down. That kind of thing has been the case for as long as I can recall looking at this kind of data — the most popular option for social logins really depends on the type of website and the makeup of its audience. You can see a half-dozen industry-specific social login charts on Janrain’s blog post.
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