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%.
Q1 of 2015, however, saw that gap widen yet again: Google’s share fell 3% to 37%, as Facebook’s rose 2% to 45%. While both identity providers (IDPs) enjoy little overall competition from other large social networks like Twitter (5%), Yahoo (3%) and LinkedIn (3%), 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 Q4, 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 of this year, all sites have been migrated to the new app version that features an anonymous login option and line-by-line sharing controls.
LinkedIn’s Q4 gain across B2B websites didn’t last in Q1—total share of logins for the professional network fell 10% to 25%. This decrease actually marks their lowest total share of logins in the B2B category since they became an IDP in Q4 2012. Facebook’s share increased a dramatic 11% to 35% of total logins after hitting their lowest number for B2B sites last quarter. Upcoming changes to the LinkedIn API, including a new, independent API for enabling job applicants on a corporate website to “Apply with LinkedIn,” as well changes to their social sharing settings may create further shifts over the next few quarters.
Facebook’s “comeback” this quarter was also notable amongst consumer brand-focused sites with a 9% increase over Q4 to 58%. Meanwhile, Google’s share fell an equal 9% to 29% of total logins, widening the gap between the two leading IDPs to 19% amongst the digital properties with arguably the biggest reach in terms of unique traffic. Other verticals saw little change over Q4, with modest 1 to 2% increases in most instances with no other changes to ranking in terms of share of total logins.
This quarter’s trends for the music, retail, media, and entertainment/gaming verticals are available below:
In Q2, more changes are coming to some of the most popular IDPs, as Google’s April 20 deprecation of Google login in favor of Google+ quickly approaches. LinkedIn’s mid-May migration could also result in additional shifts to total login shares, which will likely be most pronounced within vertical breakdowns. As Facebook’s v2 app migration has now been completed for existing users, marketers, developers and technologists alike will begin to observe consumer reactions to more granular control over the data they share.
You can view our latest Identity and Social Logins Report blog here.