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Facebook slips in social log-in dominance

A new report suggests that fewer people are choosing to log in with Facebook.

During the third quarter, Facebook was again the most popular identity provider, but it lost some ground, with its share dropping slightly to 45 percent. Janrain

A noticeably smaller percentage of people logged into Web sites and apps with their Facebook accounts in the past three months, compared with the same period last year, according to data published by Janrain, a provider of user management services.

In the third quarter of 2013, Facebook captured 45 percent of all social log-ins, meaning the social network was used more than any other identity provider -- Google, Twitter, Yahoo, LinkedIn, and so forth -- as a means to log in to third-party Web sites and mobile applications. Facebook's share of the overall market, however, has been slipping since the third quarter of last year, when it peaked and accounted for 54 percent of all social log-ins.

For its quarterly report, Janrain analyzes the social log-in preferences of consumers across the Web sites and mobile apps of its 365,000 customers.


Facebook, though clearly still dominant, seems to be losing favor with some consumers who are opting for alternatives such as Google+ Sign In or Sign in with Twitter. In the previous three quarters, No. 2 Google, which accounted for close to 33 percent of social log-ins in the third quarter of this year, appeared to be picking up Facebook's slack.

In the past three months, however, Google's growth has stagnated, despite the recent release of new tools that promised to turn Google+ into the official identity layer on Android handsets and tablets.

Yahoo, Twitter, and professional social network LinkedIn proved slightly more popular as log-in options in the third quarter than in the previous quarter, though each added less than a percentage point of market share, and all remain well behind Facebook and Google.