Google took a small bite out of Facebook’s social login dominance in the fourth quarter of 2014, as the latest data from customer-profile-management technology provider Janrain, a Facebook Preferred Marketing Developer, showed Google at 40 percent in the fourth quarter, up from 34 percent in the third quarter, while Facebook slipped 3 percent quarter-over-quarter.
Janrain said Facebook maintained its grip on the top spot in all the verticals that it tracks social logins for, but Google was hot on its heels in business-to-business, music and consumer brands.
The company wrote in a blog post announcing its findings:
What’s driving the closing gap between Facebook and Google? Across all industry verticals, Facebook’s 43 percent market share leads Google’s by just 3 percent. As we saw last quarter, Google’s ongoing moves to unify identity across many highly-utilized services helps solidify its value and ubiquity for consumers — it’s a one-stop identity to manage Gmail, Google Play, Android, YouTube and Google Plus accounts — so why wouldn’t consumers use it to manage accounts outside of the Google portfolio of products? We expect the numbers to get even more interesting in the next few quarters, as Facebook migrates to its new application version introducing line-by-line controls and the anonymous login option. It’s also possible that its renewed focus on consumer data privacy will help Facebook regain some of the market share it lost this past quarter.
Marketers, developers and technologists alike should prepare to see additional shifts in 2015, as the two big identity contenders make substantial changes to their social login apps during the first and second quarters. As Facebook prepares to launch the new version of its app March 1, customers have been asked to conduct an audit process that requires them to explain why they’ve chosen to collect certain pieces of customer information in their data payload. Facebook has the authority to deny access to information if they deem a company’s rationale insufficient, making it critical for customers to assess their customer data strategy going forward and put plans in place for leveraging the data they collect from the people logging in on their sites.
Readers: Do you think Google will overtake Facebook in terms of social logins?