6 Comments

Summary:

When given a choice of login systems, visitors to mainstream media properties such as Slate, Forbes, Newsweek, Discovery, Time and Press Enterprise are most likely to choose Yahoo, according to data collected by commenting system Echo, which helps power such sites.

When given a choice of login systems, visitors to mainstream media properties such as Slate, Forbes, Newsweek, Discovery, Time and Press Enterprise are most likely to choose Yahoo, according to data collected by commenting system Echo, which helps power such sites. Over three months of login data on Echo’s 10 publishers, 34 percent of users chose to login with Yahoo, 25 percent with Facebook Connect and 23 percent with Google Friend Connect (found via paidContent). Twitter, which is only getting started with using its logins to authenticate around the web, had 10 percent, while the decentralized system OpenID had 7 percent.

This speaks to a long-term affiliation and trust for the Yahoo brand, as well as the fact that sites will have to integrate multiple login systems to accommodate different user preference. Chris Saad, VP of strategy for Echo, notes that some logins are actually OpenID or are powered by a combination of services, but he said the Echo data is based on the way it brands the services for users.

Yahoo itself is incorporating Facebook Connect and Twitter‘s @anywhere platform to enable two-way sharing, with the strategy of trying to be an aggregator for the social web. But other sites may want to think about including Yahoo logins as well in order to socially integrate a more mainstream audience.

I’d be interested to see how data from other login integrators compares, so if you have relevant stats, please get in touch with me or leave a comment.

Related content from GigaOM Pro (sub req’d):

Four Lessons From Yahoo’s Slow Demise

  1. It’s worth pointing out that both Google and Yahoo! are using OpenID. Thus OpenID’s share from a technology adoption perspective is actually 64%.

    Share
  2. There is another explanation.

    My Yahoo account is my ‘junk’ account. I use it when I am required to provide some credentials but I do trust the site or I just don’t want to give out my real personal email, etc.

    I have Facebook (but don’t trust them) so I don’t use FBConnect. I have used OpenID but it’s been quirky when I’ve tried. I’ve never used Google Friend or whatever. As much as Google is at the center of my life (email, search, Docs, calendar, contacts, RSS, etc) I’m reluctant to feed them even MORE info about me and what I do on the web.

    For me, and many other web-savvy folks, the Yahoo account they’ve had forever, since long before it lost whatever cool factor it may have once had, is now the ‘throwaway’. Let it get all my spam, thanks.

    Share
    1. Yeah, I could see that. The challenge is to make it worth your while to use your real ID to connect.

      Share
  3. Now this was an eye opening article. You’d think Google would hold the top spot for this. But I’m glad they are not because I surely don’t want them to become another Microsoft. OpenID is the way to go. This should be the standardize otherwise you’d see dozens of logins in the login page.

    Share
  4. Hi Liz, here is some additional data supporting strong user preference for Yahoo and Google, especially on media properties: http://blog.janrain.com/2010/01/social-media-industry-trends.html. Its also worth noting that “other” (Windows LiveID, MySpace, and AOL) make up 18% of logins across all the sites that Janrain serves.

    Share
  5. Given that Yahoo has a very mainstream userbase, with nearly 100% overlap with these sites, it’s not surprising that the majority of users will choose the Yahoo sign in option when given a choice.

    Yahoo has invested a tremendous amount of user research and has been constantly improving its OpenID service to make it as easy to use as other proprietary SSO solutions.

    Other identities often carry with them a lot of baggage, which might not be the user’s first choice if they just want to post a comment.

    Share

Comments have been disabled for this post