According to recent research by Statista, in the past year, Google has been narrowing its gap on Facebook in the fight over third-party social logins. Back in the last quater of 2013, Facebook had a 10% lead on Google in social logins, an advantage that shrank down to a mere 3% by the end of last year.
Social logins are incredibly valuable to companies like Google and Facebook because it extends their reach into other web domains other than their own, collecting more data about their users’ interests and habits cross websites and platforms and ultimately building a more comprehensive profile of their consumers.
