Fueled by large gains on B2B and consumer brand websites, Facebook solidified its leadership in the social login market in the first quarter of 2015, according to a report released today by Janrain.
The social network had a 45% share of the market in Q1, an increase of 2 percentage points over Q4 of 2014. That gain, coupled with a 3-percentage point drop by second-place Google, gives Facebook a 45%-37% lead over Google. Google had narrowed the gap to 43%-40% in Q4. There was little change among the rest of the social login providers, none of which has more than 5% of the market.
Standard caveat for social login reports: this is a snapshot of data from one provider of widgets that enable users to sign on web and mobile sites using their social media credentials. Janrain competitor Gigya, which typically releases its quarterly report later in the month, tends to show Facebook with a larger lead in the market.
Here’s the Janrain pie chart:
Janrain vice president of marketing and product Jamie Beckland said Facebook’s momentum seems to be fueled by increased consumer use of native mobile apps. “Apple’s iOS has Facebook integrated into the operating system, whereas Google’s Android has Google+ integrated,” Beckland wrote in an email. “As users adopt the iPhone 6 and iPhone 6 Plus, we have seen increased mobile registrations on Facebook.”
Facebook’s biggest gains came on B2B and consumer brand sites. The company surged 11 percentage points to 35% in B2B, retaking the lead in the vertical from LinkedIn. LinkedIn dropped 10 percentage points to 25%, but Janrain noted that LinkedIn is likely to recover some lost ground when it implements API changes this spring, especially one that will enable adding an “Apply with LinkedIn” button to corporate websites.
On consumer brand sites, Facebook had a 58% share, a 9-point increase over the previous quarter. Google fell 9 points, giving Facebook a commanding 58%-29% edge.
Janrain also tracks the music, retail, media and entertainment & gaming verticals, but reported little change in any of those. You can view the full report here.
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