A study by Gigya
, leading company in following internet users, foresees a fall in the use of Facebook as a social identity in favour of others such as Google and Pinterest, which are rapidly growing.
Lauren Orsini, in an article published on Readwrite
notes that the study is especially significant due to its scale, as Gigya’s clients include over seven hundred leading brands such as Microsoft, Pepsy and Forbes.
What Gigya analyses is social identity –Orsini underlines–, the website practise that allows its users to log in through a social network instead of creating a username and password particular to that place.
The journalist highlights that the study “simply shows that people prefer to use social networks to connect to third websites, which is important because it reveals users’ favourite social networks”.
In this sense, according to the most recent figures, Facebook continues to dominate social identity sites by fifty four per cent, but Google+ obtains twenty four per cent, a percentage that, according to Gigya grows yearly. In 2011 Goggle+ was at just twelve per cent.
Nevertheless, in her opinion, the true winner of this poll is Pinterest which has actually beaten Facebook, at least in what relates to sharing in the world of electronic commerce.
Basically, if something from a sales site is shared, there is a greater possibility that the contents will end up on Pinterest than Facebook –affirms Orsini–. Taking into account that Pinterest concentrates forty one per cent of digital commercial traffic compared to Facebook, who holds thirty seven percent.
Finally, Orsinis believes users are using the simplest options. If someone is going to share their shopping list, ¿why wouldn’t they do it on a social networking site specifically designed for that purpose?– says the journalist.