Google is beating Facebook in the SSO battle, after G+ debacle

Google vs Facebook SSO

Most apps offer a single-sign-on functionality for users to create an account. We have taken a look at how this SSO functionality has evolved in our Android app.

The graph above shows the percentage of people who sign up using Google SSO and Facebook SSO over the course of the last two years. Google has almost doubled from representing 25% of sign-ups to almost 45%. In the same period, Facebook has declined about 15%, a similar percentage to the 18% decline we saw on iOS. We were surprised when we saw the data, but if you think about it, Google Play Services is now a default in most Android devices, which makes Google SSO seamless.

Google’s SSO success is linked to the G+ failure

It is kind of ironic that Google’s SSO succeeded despite the G+ failure.

Google felt the pressure from Facebook to create a social network product and launched G+. As we all know, a number of problems harmed its development, and despite having a niche, never developed as a full-fledged social network.

However, the G+ effort led Google to create a virtual identity which did not exist before, the concept of “Google Account”, where at the moment, the only thing that existed were individual services account, like a GMail one.

We’d love to hear about other people’s data.

Note: we are analizing data from a very specific audience: women from the US, Mexico, Brazil, and Europe, who create an account in our Android app (we are not analizing logins, just account creation). Our app is an outfit planning app with a virtual closet called Chicisimo (iOS & Android). We offer three sign-up options in our Android app: Facebook, Google and email (email is used by 23% of people).

Further reading: Taste graphs will transform fashion.