What's the most popular social login on B2B sites? We know ... and we will share the findings, based on a new report from social login provider Janrain.

The report, "Social Login Trends Across the Web for Q2 2014," also found that Facebook is bouncing back after six straight quarters of falling market share in the realm of social logins on all sites. The report notes that over half of new users employ social login, because it eliminates the need to "remember yet another username-password combination."

So Tell Me Who It Is

You might guess the most popular social login on B2B sites is LinkedIn, but it's Facebook, the report found.

"Consumers [have been] uncertain which data is shared with websites when they use Facebook's social login," Janrain Vice President of Marketing and Customer Success Jamie Beckland told CMSWire, when asked to explain Facebook's previous decline. But, "by introducing anonymous login and line-by-line controls [in April], Facebook is asserting that consumers control their own data assets when they visit these sites."

Anonymous login allows a user to social login without revealing themselves, while line-by-line controls permits more granular control over what profile and other personal data will be revealed to the site or app.

Beckland also said that he expects LinkedIn "will continue to become more important [among B2B companies as those companies] continue to offer more high value experiences from social login, like offering professional network membership and personalized job recommendations." LinkedIn currently accounts for almost 30 percent of social logins on B2B sites.


'Robust Competition'

After Facebook, there's Google — and, after Google, there's a big falloff. Facebook took 44 percent of social login preferences from all sites in second quarter, Google scored 37 percent, and next in line is Twitter with six percent and Yahoo with 5 percent. But two social logins are up-and-coming: on sites where Amazon and Instagram are enabled, they account for 10 percent to 25 percent of social logins.

Where is this social login evolution heading? Although Facebook and Google reign supreme, Beckland sees a "robust competition" continuing.

"Most people don't typically keep all of their data with any one social network," he told us, and they "prefer to have the option to use different identities for different experiences."