Social login usage was highest among users ages 18 to 24 and 25 to 34, with respective portions of 30% and 28%. Share dropped to 21% for both the 35-to-49 and 50-and-older brackets. However, a pattern had emerged over the past several quarters that indicated social login adoption was rising slightly among older users as the younger two groups lost share.
In Q1 2015, LoginRadius found, females surpassed males in social login share, at 57% vs. 43%. This represented a major change from two years earlier, when men grabbed a far larger proportion than women, who closed the gap in 2014.
While the desktop remains the device of choice for social logins, accounting for 57%, vs. 43% for mobile, LoginRadius’ data showed an obvious shift in usage over the past two years. And Facebook had an even stronger hold on mobile devices, representing nearly three-quarters of social network IDs used by users globally to sign in to other sites via smartphones and tablets, Gigya found. Second-place Google+ trailed by 60 percentage points, followed by Twitter at 7% and Yahoo with an almost nonexistent 1%.
eMarketer estimates that there will be nearly 2 billion social network users worldwide this year, and 80.6% of these users will log on via mobile phones. Fully 62.4% of social networkers globally will use Facebook in 2015, and 70.1% of Facebook’s user base will access the site on mobile phones.