On PaidContent today, they have shared our login data which reveals some suprising information about the state of delegated identity on the web:"

Amid the rise of Facebook and Twitter, Yahoo seems in some ways like yesterday’s news. But does the portal have more sway than people think? New data from the commenting platform Echo suggests that when given a choice more people log in to comment with their Yahoo accounts than with Google, Facebook or Twitter.

We think the new login data makes sens for publishers in a number of ways. For instance, to increase distribution, major media properties like Time and Forbes are leveraging their visitors social connections to distribute content into social networks. By embracing a multi-platform approach, using tools like Echo, which allow a visitor to connect with their social network of choice (Yahoo!, FaceBook, Twitter, and Google) publishers are maximizing this new form of link syndication.

Beyond that, emerging data from use of these new tools shows interesting results which may debunk some of the markets current assumptions. The common wisdom in social media circles would have publishers believe that implementing FaceBook Connect or Twitter is the answer.  However, early data on these sites shows that the majority of main stream audiences hold their affiliation to Yahoo! and Google in high regard.

My company’s product Echo product features Yahoo! Connect login and a wide range of other login services like Facebook Connect, Twitter Connect, OpenID, Google Friend Connect etc. Once logged in, users can also share their comment with one or more of those social networks driving more traffic back to the publisher. The featured chart above was generated from the Echo system running on these sites  clearly demonstrates that Yahoo! is the leading login choice for mainstream users with Facebook and Google in second and third place respectively.