SOCIAL LOGINS: Facebook Rebounds in 1Q

After a sluggish performance during the fourth quarter of 2014, Facebook rebounded strongly in a study of first-quarter-2015 social login trends by Janrain, a Facebook Marketing Partner.

Janrain1Q2015SocialLoginPreferencesAfter a sluggish performance during the fourth quarter of 2014, Facebook rebounded strongly in a study of first-quarter-2015 social login trends by Janrain, a Facebook Marketing Partner.

Highlights of Janrain’s findings included:

  • Facebook regained some ground during the first quarter of 2015 that it had lost during the fourth quarter of 2014, seeing increases of 9 percent in the consumer brand vertical and 11 percent in business-to-business.
  • LinkedIn surrendered its lead in the B2B vertical to Facebook, falling 10 percent in the first quarter.
  • Google+ was down 6 percent quarter-over-quarter.
  • Facebook also saw strong growth in the media and entertainment verticals.

Janrain wrote in a blog post detailing its results:

After more than 20 quarters of analyzing and reporting on the social login trends we’re tracking across our customers’ tens of thousands of Web and mobile sites, last quarter’s data indicated that Google+ might just even up the race with Facebook for dominance when the gap between the two leading providers narrowed to just 3 percent.

The first quarter of 2015, however, saw that gap widen yet again: Google’s share fell 3 percent to 37 percent, as Facebook’s rose 2 percent to 45 percent. While both identity providers (IDPs) enjoy little overall competition from other large social networks like Twitter (5 percent), Yahoo (3 percent) and LinkedIn (3 percent), vertical volatility continues to reflect shifting consumer preferences, as different IDPs offer different advantages across different types of sites.

This past quarter, we saw the biggest shifts in consumer brand and B2B websites. As we hypothesized in the fourth quarter of 2014, Facebook’s renewed focus on consumer data privacy and increased control over personal data sharing may be driving this quarter’s gains — as of March, all sites have been migrated to the new application version that features an anonymous login option and line-by-line sharing controls.

Readers: Did any of Janrain’s findings surprise you?

Janrain1Q2015SocialLoginTrends

Login image courtesy of Shutterstock.

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