Dive Brief:
- Facebook took the lead in social logins, regaining the ground it lost in Q4 2014 and expanded its lead over Google+.
- Both identity providers still lead other large social networks such as Twitter, Yahoo, and LinkedIn, but each has strengths at different types of sites.
- Facebook’s share increased in verticals such as Media, Entertainment, Consumer Brands and B2B.
Dive Insight:
Trends tracked across thousands of web and mobile sites indicate that Facebook still has dominance in social logins, according to the latest information from Janrain, and the social site actually expanded its lead over Google+ during Q1 2015. Shifting preferences across different types of sites are affecting the popularity of different identity providers, and new consumer data privacy initiatives may be contributing to Facebook’s gains.
LinkedIn’s share of B2B logins fell 10%, contributing to its lowest share of logins in the B2B category since it became an IDP in the final quarter of 2012. A new LinkedIn API may produce additional shifts in the near future, the survey indicates.
