Research released by Gigya, a creator of social media tools for businesses, suggests that when it comes to people using social media profiles to login to websites that Facebook is the most popular network, accounting for 53% of logins around the world in Q1 2014, followed by Google+ (28%), Yahoo (13%), Twitter (4%) and LinkedIn (1%).

When looking at e-commerce in particular Facebook fared even more favourably, again coming out on top, with 77% of people seemingly using their Facebook accounts to login to e-commerce websites. Facebook also maintained a strong lead for mobile devices with 62% of all logins.

Patrick Salyer, CEO of Gigya, said that the research clearly shows that Facebook is the dominant social networking website when it comes to website logins.

“During the last two quarters, Facebook has seen a 3% growth in its share of e-commerce social logins making it by far the most dominant player, with 77% of all logins. Facebook’s growth hasn’t just been limited to e-commerce either, with strong gains in consumer brands, travel and hospitality.

“Despite Facebook’s continued prominence as the leading identity provider (with 53% of total social media logins), it will be intriguing to see if this trend continues, particularly as Google works to seamlessly integrate Google/Google+ identity into native Android devices and as other identity providers gain traction in certain regions and verticals.”

A representative for RS Manchester, a digital marketing company with expertise in social media management that regularly comments on industry news and research, said that while the findings were to be expected that it shows how important social media integration is for businesses.

“The findings by Gigya show us why it’s crucial in this day and age to have a strong level of social integration, particularly when it concerns e-commerce websites and mobile devices.

“One of the major changes, particularly in Europe and North America, is the rise and rise of Google+. We’re now seeing Google+ beginning to play catch-up on Facebook which is something that many in the industry have expected for a while and something that we’re sure will continue into the future.

“It’s one of the reasons why we focus on Google+ as well as Facebook and Twitter as part of our social networking creation, management and marketing packages. We’ve helped many clients to expand significantly with the help of social media platforms like Google+”

 RS Manchester is a digital marketing agency in the North West of England. Visit their website at www.manchesterdigitalmarketing.co.uk to find out what they can do for you.