Identity management provider Janrain is out with its Q1 social login report. It quantifies the specific social media account — Facebook, Google+, LinkedIn, etc. — that individuals opt to use as credentials at a other federated sites accepting social login. The data covers media, entertainment, B2B, brand, music, gaming and retail sites.
The report shows mobile is driving more of the trends.
- Facebook is regaining ground lost in Q4 2014, with growth in Consumer Brand (9% increase) and B2B (11% increase)
- After dominating the B2B vertical with a 35% share of social logins in Q4, LinkedIn logins decreased 10% with Facebook taking the lead
- Google+ saw an overall decrease of 6% from last quarter, widening the gap with Facebook to 8%
“Facebook’s spike on B2B websites may indicate consumer acceptance of more closely aligning professional identities with personal identities,” says Janrain marketing VP Jamie Beckland. “Also, Google’s overall share has declined across all verticals, and we continue to see volatility between Facebook and Google. Consumer preference seems evenly split between the two.”
A growing inclination to mesh personal and professional identities may explain why LinkedIn logins are down as Facebook is gaining. “Facebook’s v2 app framework is now required, which includes line by line controls,” Beckland says. “We know that consumers prefer to control the data that they are sharing with brands. So, this may be an early sign that line by line controls are successful.”
Beckland says the implication is that consumers still have different social media preferences depending on the situation, and brands have a responsibility to keep them engaged. “Consumers expect value if they are sharing data with brands, and Facebook’s additional controls reinforce this,” Beckland says.