2015 Report. Social Login and Social Sharing Trends

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1 Q Report Social Login and Social Sharing Trends

2 ? STATISTICAL ANALYSIS ON GLOBAL SOCIAL LOGIN AND SHARING TRENDS 2015 BASED ON DATA FROM LOGINRADIUS PLATFORM OF 150,000+ WEBSITES AND MILLIONS OF USERS LOGINRADIUS INC. EDMONTON, ALBERTA, CANADA APRIL 8, 2015 This study was done to analyze the popularity of social networking sites and user preferences when it comes to social login and social sharing. It is based upon data from LoginRadius social platform, which powers social login and sharing on over 150,000 websites, and has a monthly reach of 250 million social share views. This analysis is valuable for optimizing social login on a website, understanding social media trends, and developing targeted marketing strategies. ii

3 ? TABLE OF CONTENTS Introduction... 1 Methodology... 1 Findings and Results: Social Login User s Social ID Provider Preferences... 2 Social Login Amongst Generations... 4 Gender Preferences... 6 Social Login Device Preferences... 7 Computer vs Mobile... 9 Website Preferences Findings and Results: Social Login Continent Analysis Trends North America Asia Europe South America Oceania Findings and Results: Social Sharing Trends Overview About LoginRadius iii

4 INTRODUCTION Social media has grown from being an online communication platform to a huge opportunity for businesses to improve their online presence. Social login and sharing are social media tools that most top companies have started utilizing, but it is important to understand how they are used the most. Understanding which social platforms host the most login and sharing activities is crucial when optimizing your social login and sharing efforts. For example, if your users are of the older generation and are on Facebook, but have no idea what a tweet is, it may not be the best to offer Twitter for your social login choice. The LoginRadius analytics team has analyzed our 150,000+ websites to crunch the numbers and let you know what the most popular networks are and how they vary amongst different demographics for the first quarter of METHODOLOGY The data for this study was taken from LoginRadius social platform which powers social login and social sharing on over 150,000 websites and has a monthly reach of more than 20 million users worldwide. This analysis is based on global statistics from January 1st, 2015 to March 31st, In this report we ve compiled data on how the trends continue to behave. The data is received from two key LoginRadius services: social login and social sharing. The analysis is presented in a comparative manner and doesn t disclose the actual numbers. The results are also compared to previous social statistics from LoginRadius to understand the trends. 1

5 1 FINDINGS AND RESULTS: SOCIAL LOGIN TRENDS 1. USERS SOCIAL ID PROVIDER PREFERENCES This analysis shows which social ID providers users are choosing to log-in with on a website. The chart below for Q shows Facebook maintaining its first place position and Google+ trailing in a distant second. Social Login Preference by Users Facebook 2% Others 0.5% Vkontakte 0.2% Live 0.3% Steam 2% LinkedIn 1% Yahoo! 72% 3% 20% Twitter Google+ Since 2013 there have been many shifts in market share amongst the networks but the ranking has stayed relatively the same. 2

6 1.2 Facebook s popularity ended 2014 with 65% market share, the highest it has been in the past two years, but increased to over 70% for the first quarter of % Social Login Trend Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

7 2. SOCIAL LOGIN AMONGST GENERATIONS The analysis of social login amongst different age groups is crucial to understanding who the target audience is. This breaks down the users that are logging in through our system by their age group, so as you can see the majority of adaptors to social login are between 18 and 35 years old. Social Login Usage Amongst Age Groups 30% 28% 21% 21% *Please note that users under 18 have been removed from these statistics as the required age to have different social media accounts varies by network. 4

8 For Q1 2015, the trend has shown a slight increase in users from both the years age group and 50+ years, respectively, while years and years have both experienced a slight decrease. Social Login Age Trends Q Q years proportion of logins 30% 20% 10% years 50+ years years Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

9 3. GENDER PREFERENCES The beginning of 2015 has shown a surprising increase in female users, while they were dead even last year, females now tip the scales at 57%. Social Login Usage Amongst Males & Females As you can see in the graph below, in Q there was a major disparity between males and females for social login usage. As it leveled out in 2014, Q is showing a new trend of an increase 43% 57% of female users. 70% Social Login Gender Trend proportion of logins 60% 50% Male Female 30% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

10 4. SOCIAL LOGIN DEVICE PREFERENCES This analysis compares where exactly the log-in activity is happening. For Q PC holds 1st place with about of the market share and is followed, with a large gap, by Android devices, and then the remaining companies. Social Login Popularity Across Devices 8% 7% 4% Phone Other 27% 0.05% 0.03% 15% 7

11 For Q1 2015, Windows continues to show a decline in their market share, and as a reflection of the current market, the iphone shows a slight decrease, while the Android device has presented its largest increase since Social Login Device Trend Q Q proportion of logins 80% 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

12 5. COMPUTER VS MOBILE Mobile continues to grow in popularity, while not completely taking over the desktop, it s almost completely closed the gap, settling at 43%. 57% 43% The trend is clear as mobile devices have distinctively shown an increase in usage since our 2013 numbers. Social Login Trend by Device Type 100% proportion of logins 80% 60% 20% mobile computer Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

13 6. WEBSITE PREFERENCES This analysis shows which social networks website owners are choosing to offer for social login on their site. Facebook is offered by 91% of LoginRadius customer websites, followed by Google, Twitter and LinkedIn with 48%, 39% and 33% respectively. 91% Social Login Preference Among Websites The percentage of websites offering social login that provide each network as a social login ID option to their users. 48% 39% 33% 16% Y 13% 10% 8% 7% 7% 6% 5% 5% 3% 2% 7% Other 10

14 2 FINDINGS AND RESULTS: SOCIAL LOGIN CONTINENT ANALYSIS TRENDS 1. NORTH AMERICA Facebook has seen a steady increase since the end of 2013 through to Q in the North American population, while most others have remained similar. Despite rumors of Google+ dying out, it still holds steady for Q around 30%, but we ll be keeping an eye on that metric moving into Q2. Social Login Trends North America Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

15 2. ASIA Facebook and Google are utilized the most for social login in Asia, with 70% and 21% market share respectively in Q % Social Login Trends Asia Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q The trend from Q continues into the first quarter of 2015, with Yahoo on a steady decline, and Facebook gaining over 10% market share. 12

16 EUROPE Facebook experienced the most dramatic increase over the last several quarters, as an almost 20% jump occured between Q and Q Google+ saw login decrease by almost the same margin moving into Q % Social Login Trends Europe Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

17 4. SOUTH AMERICA As you can see in the graph below, social login activity in South America has seen some minor changes from Q to Q Facebook and Google+ were neck and neck during Q3 2014, but now Facebook hovers around 60% leaving Google+ trailing around 30%. Social Login Trends South America Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

18 1 5. OCEANIA Facebook slightly increased in Oceania this quarter and is above the world average. While Google+, LinkedIn, and Twitter showed little change for Q Social Login Trends Oceania Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q AFRICA While the social login trends have been tracked for Africa, the sample size for this continent is still too small to confidently report an accurate trend, so they have not been included in this report. 15

19 3 FINDINGS AND RESULTS: SOCIAL SHARE TRENDS For the beginning of 2015 Facebook steadily hosts the most social sharing activity with 56% (dropped from 58% in Q4 2014). Twitter, , and Google+ trail with 16%, 7% and 8% respectively. Global Social Sharing Popularity Twitter Facebook 16% 8% Google+ 56% 7% 4% 2% LinkedIn Pinterest Tumblr (1%) Reddit (1%) Vkontakte (1%) Digg (1%) Delicious (0.5%) Myspace (0.5%) Others (2%) 16

20 A few minor changes have occurred since Q4 of 2014, while Twitter experienced a small 5% increase, Facebook decreased by even less than that, and Pinterest remained about the same moving forward into Q Social Sharing Trend Q Q proportion of logins 60% 20% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q

21 4 OVERVIEW The number of users who are choosing to log in via Facebook has grown by nearly 10% since the end of The over 50 age group has grown in social login adoption by more than 10% since Q Q demonstrates that females are using social login more than males for the first time. PC still holds the highest market share when it comes to device preference, but it has decreased significantly, by almost half. Mobile usage has seen a significant increase and now hosts about 43% of all logins. 91% of websites using LoginRadius social login offer Facebook as an option. 48% offer Google, while 39% offer Twitter, and 33% LinkedIn. Facebook shares are 56% of all social shares for Q WHAT DOES THIS MEAN FOR WEBSITE OWNERS? These statistics will help web owners choose the right social login and sharing ID providers for their target audience. Based on the demographics that a website is trying to reach, one can identify the most beneficial ID providers to offer. These statistics also show a general trend of social media preferences. Understanding a website s users, developing strategies to target them effectively, and increasing their user experience are all keys to any successful online business and marketing strategy. 18

22 4 ABOUT LOGINRADIUS LoginRadius was founded in 2012 and has continued to grow rapidly. Currently we have over 150,000 customers with an annual reach of 3.2 billion social share views. LoginRadius made it into the list of Canada s Top 25 Startups (by TechVibes) and BranhamGroup placed us among Canada s Top 25 Up-and-Coming ICT companies. We are funded by some of the top Canadian VC s: Yaletown Venture Partners, Accelerate Fund, BDC Capital, and Real Ventures. We have also partnered with industry leaders such as Amazon, Mozilla, Google, and Microsoft; and are working together to simplify how users connect to the web. Currently, LoginRadius has over 25 employees and is headquarted in Edmonton, Canada. Additional offices can be found in Jaipur, India, and Sunnyvale, California. 19