Identity Providers and 3rd -Party Authentication, Some Data

Identity, Interaction Design, Product Design

Inspired by Luke Wroblewski's Data Monday blog posts, I rounded up some numbers on identity and authentication on the web.

I'm particularly interested in the growth of third-party authentication, OAuth, OpenID, and Facebook Connect.

Here are some numbers from Gigya (a "social optimization" service), from May 2010:

  • Facebook is by far the most frequently used identity provider, with 46% of logins across the web, compared to 17% from Google, 14% from Twitter, 12% from Yahoo, 7% from MySpace, 2% from LinkedIn, and 1% from AOL.
  • Twitter does far better when looking at commenting on or sharing news stories, with 45% of the total compared to Facebook's 25% and Google's 16%.

Data from JanRain's RPX service, published in April 2010, shows a slightly different picture:

  • Google was picked for 39% of logins, compared to Facebook at 23%, Yahoo at 12%, Twitter at 6%, Windows Live at 3%, and all others totalling 15%.
  • JanRain had slightly different numbers for some verticals, with Facebook logins making up 45% of both logins at media company sites and on technology platforms.
  • When measuring publishing activites back to social networks using a sample set of sites, users shared to Facebook 54% of the time, Twitter 38& of the time, Yahoo 9%, and MySpace 8%.

Leah Culver measured logins and signups on TypePad's platform in September 2009 and found the following:

  • 73% were using Typepad accounts, but 27% were using another identity provider. The largest percentage were from Facebook (13%), followed by Google (5%), Twitter (4%), and Yahoo (2%).
  • When looking at signups (rather than logins), however, Typepad saw growth of 775% in non-Typepad identity providers from June to September. This growth is linked to redesigns that promoted use of alternative identity providers.

Facebook's own data contains a few tidbits about Facebook Connect:

  • A case study with SimplyHired showed that "users who log in with Facebook are twice as engaged as non-Facebook
    users."
  • They also state that "More than 150 million people engage with Facebook on external websites
    every month."

Sources: