Google Takes Over as Social Login of Choice among B2B Professionals

According to the “2014 Janrain U.S. Consumer Research: Social Login and Personalization” study, published by Janrain, data shows that B2B professionals chose to log in with Google over LinkedIn, Facebook and Twitter during Q3 of 2014, when it came time to create accounts on the web.

Almost 35 percent of respondents said they logged in with Google. About 25 percent said they did so with Facebook, while exactly 30 percent logged in with LinkedIn.


Social network and email identities are now the most popular way to create accounts on the Internet, according to Janrain. This eliminates the need to create and remember multiple user names and passwords.

“Social login plays a major role in improving registration conversion and developing a complete understanding of your customers and their behavior,” wrote the authors of the study. “Social logins solve the challenge of collecting accurate and complete profile data without harming your acquisition rates. Social login transforms any registration process into a single click and makes it simple to get permission to access rich demographic and psychographic data. This customer profile data will help improve segmentation, personalization and targeting efforts.”

At the bottom of the barrel for B2B professionals were Yahoo, Twitter and Windows. Less than five percent of respondents said they logged in with Windows or Yahoo between Q4 of 2012 and Q3 of 2014. Slightly less than 10 percent of respondents said they logged in with Twitter in Q3 of this year.

More Marketers Adopting Social Media

Logins aren’t the only area of social media expansion within the B2B industry. In the “2015 B2B Content Marketing Benchmarks, Budgets and Trends” released by the Content Marketing Institute and MarketingProfs, there has been an evident shift toward social media.

Specifically, 94 percent of B2B marketers claim that they are incorporating LinkedIn into their strategy, which is up from 91 percent last year. Nearly 88 percent said that they are adopting Twitter, which is an increase from 85 percent last year, and 84 percent said they are turning to Facebook.

As this study and the “2014 Janrain U.S. Consumer Research: Social Login and Personalization” report show, social media continues to play a large role in B2B marketing efforts.

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