The percentage of consumers using their Facebook login to sign into retail sites has been above 60% for seven straight quarters, Janrain finds.

When shoppers signed into one of Janrain’s retail clients’ websites with social user names and passwords in the first quarter, odds are they typed in their Facebook credentials, according to a new report from Janrain Inc., a provider of social media login technology. The report finds that 61% of social login users on retail sites used their Facebook credentials during the quarter.

Janrain’s technology lets consumers sign into e-retailer sites using the user name and password combinations they have already established at such sites as Twitter, Facebook and Google Inc.’s Google Plus social network.

Facebook’s 61% market share far outpaced Google Plus (27%), Yahoo (5%), Twitter (2%), Microsoft (1%), AOL (1%) and other (3%). It was largely unchanged from the fourth quarter—when Facebook also had a 61% share of social logins on retail sites and Google Plus had a 28% share—and the first quarter of 2014, when Facebook’s share was 60% and Google Plus’ was 26%.

The percentage of consumers using their Facebook login to sign into retail sites has been above 60% for seven straight quarters, Janrain finds. Shoppers use their Facebook login on retail sites because their Facebook information can improve their online shopping experience, says Jamie Beckland, Janrain’s vice president of marketing and product. “In retail, social logins convert directly into increased revenue,” he says. “There is a clear correlation between, say, the number of reviews on a product, and its sales volume.”

Facebook was also the most popular login across all Janrain client sites—which include media, B2B and consumer brand sites—in the first quarter, albeit not as popular as at retail sites. 45% of all consumers using a social login during the quarter entered Facebook credentials. Google accounted for 37%, Twitter 5%, Yahoo 3%, LinkedIn 3%, Microsoft Corp. 1% and other 6%.


Facebook’s popularity carried over onto B2B sites, a category typically led by LinkedIn. 35% of buyers who used a social login signed into sites using their Facebook credentials, up from 24% in the fourth quarter. Meanwhile, LinkedIn’s market share fell to 25% from 35% the previous quarter. Facebook’s market share in B2B had not been above 30% since the third quarter of 2013, and LinkedIn’s market share was the lowest since the fourth quarter of 2012. LinkedIn aims to reverse that trend by rolling out new tools that could boost its market share, including a feature that lets corporate recruitment websites add an Apply with LinkedIn button, Janrain says.

Janrain does not disclose what percentage of online users log into websites with social credentials, but a recent report conducted for competing social login technology provider Gigya Inc. found that 66% of consumers say they use their social network credentials “always” or “often” when presented the option, which is nearly double the percentage who gave those responses in 2012.