Facebook Drives 44 Percent Of Social Sharing On The Web
Erick Schonfeld
Feb 16, 2010

If you are still wondering why Google is pushing so hard with its new product Buzz, it is because it wants in on social traffic. For many sites on the Web, social traffic coming through Facebook, Twitter, and MySpace is beginning to rival, and in some cases overtake, search traffic as the single biggest source of traffic. This traffic comes from shared links, photos, and videos. By its own numbers, 5 billion pieces of content are shared on Facebook every week.

What isn’t easily appreciated is the extent to which such social sharing is tied to different identity and authentication platforms across the Web. If you can log into a site easily using your Facebook or Twitter account, it is easier to broadcast links from that site to your friends.

To get a sense of which services on the Web drive the most sharing, I asked Gigya for some stats. Gigya powers sharing widgets on more than 5,000 content sites, including ABC.com. NBA.com, PGA.com, Answers.com, and Reuters. Consumers can click a share button on these sites and send an article link, photo, or video via a menu of different services including Facebook, Twitter, MySpace, Yahoo Mail, Gmail, and AOL. Over the past 30 days, people have shared almost a million items over the Gigya network. Facebook and Twitter dominate with about three quarters of all shared items between them. Here is how the services break down (note that these are relative numbers) :

Distribution of shared items
Facebook: 44%
Twitter: 29%
Yahoo:18%
MySpace:9%

It makes sense, people prefer to broadcast links rather than share them one at a time via email. Although Yahoo makes a strong third-place showing. When it comes to authentication, simply using your existing username and password to log into another site, Facebook is still the most popular via Facebook Connect, but only just barely. Google via Gmail and Yahoo are almost equally popular, at least on certain types of sites where people are just reading for themselves like news sites. On entertainment sites where people are more likely to share content, Facebook Connect makes up the majority of logins.

Here are the stats:

Share of Authentication By Platform:

News sites:
Facebook: 31%
Google: 30%
Yahoo: 25%
Twitter: 11%
AOL: 3%

Entertainment sites:
Facebook: 52%
Google: 17%
Yahoo: 12%
Twitter: 11%
MySpace: 7%
AOL: 1%

Facebook Chat is also a strong option, making up more than half of all live event chats measured by Gigya.

Live Event Chat:
Facebook: 56%
Twitter: 28%
Yahoo: 9%
MySpace: 7%

Update: A broader view of sharing on the Web comes from Gigya competitor AddThis, which has its sharing buttons on more than 600,000 Websites. (Gigya tends to be on larger content sites). AddThis also shows Facebook on top when it comes to sharing on the Web, but with a smaller 33 percent share. Twitter is at 9 percent, but it gets beat by email and printing out content as options provided by AddThis. Even with these broader numbers, more than 40 percent of sharing is through Facebook and Twitter.

Top 10 Services, Overall

Facebook: 33%
Email: 13%
Print:9%
Twitter: 9%
Favorites: 8%
Google: 6%
MySpace: 6%
Digg: 3%
Live: 3%
Delicious: 3%

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  • http://www.buzztweep.com Shan

    I am suprised to see Myspace there..

  • http://thecollegestartup.com Travis

    I am pretty surprised that ‘Live Event Chat’ is so low for Twitter. Aren’t they know as being the pulse of the internet and the RIGHT NOW?

  • Sency

    real time engines are well positioned as well – to capitalize all of this sharing and data…

  • http://www.stickernation.com srini kumar

    private = basecamp
    semi-private (friends/group) = facebook
    public = twitter

    like unix permissions, that pretty much covers the access universe right there w/r/t sharing… if man is five, then the devil is six, and god is seven ?

  • http://favstar.fm Tim Haines

    If you weight these by the size of the user bases for each service, Twitter would be miles ahead, right?

  • http://www.setfreedom.com ib prabowo

    the 2010 winner is ….. ?

  • yl

    Correction, Facebook shares 5 billion pieces of content per week according to the link you included:

    “More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week”

  • TechJokester

    Interesting. But usually I see that most TechCrunch articles are shared more on Twitter, followed by Facebook. I wonder what’s the reason for that.

  • micropat

    Very interesting to see sharing stats with FB Connect. It seems that more users are adapting to the FB Connect method, even though it’s a barrier to share across sites/platforms.

    AddToAny’s sharing button sees well over 1 million of shares per month and does not require authentication.

    Over the last 30 days our overall stats show Facebook with about 27%, and the next service, Twitter, with a much smaller 10%. Aside from the absolute dominance of Facebook, also noteworthly is that over 50% of content is shared to other services, including international sites.

  • http://www.twitterwidgets.org/?p=1028 Facebook Drives 44 Percent Of Social Sharing On The Web (TechCrunch) at Twitter Blog

    [...] post:  Facebook Drives 44 Percent Of Social Sharing On The Web (TechCrunch) test Filed under Twitter Widgets | Tags: biggest-source, coming-through, facebook, from-shared, [...]

  • http://philosopherstoday.com/2010/02/17/taking-the-facebook-plunge/ Taking the Facebook plunge « Philosophers Today

    [...] more on TechCrunch Facebook directs more online users than Google According to Web measurement firm Compete Inc., [...]

  • http://ratebrain.com RateBrain.com

    We’re seeing our twitter referral traffic plummet, and Facebook traffic grow very quickly for ratebrain.com

    Surprisingly, traffic from Google Buzz is pretty solid.

  • http://bookmarks.honewatson.com honewatson

    I think most facebook sharing is mainly for news, and entertainment links.

    Probably less than 5% of my facebook contacts would be interested in Techcruch articles or any kind of specific business industry news.

    My facebook contacts would be interested in popular news and entertainment.

  • adnaan

    these stats are just for the US right???

  • http://bookmarks.honewatson.com honewatson

    Interesting stuff, what percentage of your traffic is facebook, google buzz, and twitter overall?

  • http://roshanjoshi.com.np/ Roshan

    Just the four major players shown. other competitors have not been shown here. Another good thing about facebook is that its visitors stay longer.

  • http://domkop.co.za/blog/?p=1169 Facebook still rules socialshares! | Domkop

    [...] via [TechCrunch]. Facebook still reigns king, by a long shot. Check out this [...]

  • http://www.facebook.com/profile.php?id=834145482 Liza Hausman

    Hi Erick – just wanted to clarify that the sharing mix Gigya sees is not just defined by site type – and we have all kinds and sizes – but the type of sharing technology implementation. The data we are showing here is 100% “super pipe”, i.e. Facebook Connect, Sign In with Twitter, MySpaceID and Y!OS. This differs from sharing tools like Addthis and Sharethis which use Facebook Share, and which are not connected to authentication systems for any site.

  • http://jacobian.web.id Jacobian

    well it should be expected.everyone use social networking now and google should join it or else google will lose its traffic. :-)

  • http://thetechjournal.com/internet/social-community/people-use-facebook-44-and-twitter-29-for-social-sharing.xhtml People Use Facebook 44% And Twitter 29% For Social Sharing | TheTechJournal.com -:- Technological News Portal

    [...] Tech Crunch AKPC_IDS += "2403,";Popularity: unranked [...]

  • http://www.forvae.org Erhan Karadeniz

    This doen’st suprise me, elsewhere on the web I have read that US users spend an average of 7hrs per month on facebook..

    What suprises me is that Myspace is on that list..

  • Jaggi
  • http://netfuture.wordpress.com/2010/02/17/facebook-dominate-44-percent-of-web-sharing/ Facebook ครองส่วนแบ่ง 44% ของการแชร์เนื้อหาบนเน็ต « The Future of Internet

    [...] TechCrunch Tagged with: addthis, facebook, gigya, sharing, social network, [...]

  • http://alejandroperez.es/google-buzz-y-porque-google-quiere-redes-sociales/ Google Buzz y la redes sociales | AlejandroPérez

    [...] Esperemos y veamos como evoluciona Google Buzz, pero por el momento vamos a tener mejor constante en este servicio y ya se sabe que cuando Google entra en un sector, suele hacerlo de forma decidida. [...]

  • http://www.seanmalarkey.com sean malarkey

    I find this hard to believe. I see a whole lot more sharing going on – on Twitter. In fact every article or post I come across always has more Twitter shares than Facebook.

    This post is a good example – at the time of my comment – there were 802 retweets vs 186 facebook shares.

    When I see “Email & Print” as #2 & #3 ahead of Twitter and Digg – It makes me wonder how relevant these stats are, and the demographic of the user. I cant remember the last time I printed a post or article. Who does that? My guess is it’s a demographic that is outside of the average user of facebook or twitter.

    I think your headline is a little misleading. Don’t get me wrong, this is a great start but there is not enough data in this post from what I can see to accurately gauge and declare facebook the leader in content sharing on the social web.

  • http://www.definingnewmedia.com/2010/02/17/facebook-social-sharing-online-video-and-mobile-dominance/ Facebook Social Sharing, Online Video, and Mobile Dominance

    [...] Facebook leads the the way in social sharing. Quick discussion on this and an application you should be using to connect with your readers on Facebook. More info here. [...]

  • http://stephenslighthouse.com/?p=3209 Two Interesting Stats – Stephen's Lighthouse

    [...] Facebook Drives 44 Percent Of Social Sharing On The Web [...]

  • http://www.infogrok.com Rob

    Really surprising to see MySpace lurking towards the top. Wot no Reddit?

  • http://slyvisions.com/files/facebook-accounts-for-44-of-all-social-sharing/ Facebook accounts for 44% of all social sharing « SlyVisions dot Com

    [...] Social sharing, which is when you post something, perhaps share a link, on Twitter, Digg, Reddit, Facebook etc. And according to Gigya, Facebook now accounts for 44% of that slice, as you can see above. Google recently announced that it’s getting into the game with Buzz, which might change some thing over the next months, as Google’s 150 million Gmail users all have access to Buzz. More at TechCrunch. [...]

  • http://antiquecandleholders.info Sean Murphy

    Man those were some good shrooms.

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    [...] Nearly everyone on MLG’s staff has to be using a computer or mobile device that supports Web 2.0 content and the website barely has any functionality for the new internet.  Where’s my Facebook Connect button that actually makes commenting on articles worthwhile and fun?  Even the interesting articles are a snooze because the commenting system is attached to the forums – that seems so technologically “ghetto.”  Please build a better commenting system one that actually makes sense!  There also seems to be a number of Pro Players and staff making the switch to Twitter as a default way to communicate with other gamers and fans quickly, yet there is no integration on the MLG website.  I beat integrating Twitter to my blog faster than MLG has to their website – something is wrong with that picture.  The best technological feat coming from the site is the Live Stream feature, however there are no social chat options integrated into the stream and it’s only active four or five times a year.  A splash page showing the MLG presence on the social scene is not going to cut it, considering that a growing chunk of information is being shared in the social stream. [...]

  • http://fbtel.com/2010/02/17/facebook-corners-44-of-social-sharing/ FB Telephone Services — Blog — Facebook Corners 44% of Social Sharing

    [...] TechCrunch’s Erick Schonfeld talked to sharing-widget producer Gigya recently to find out what site people tended to share content on the most. Gigya’s widget power social sharing from sites such as ABC.com, Reuters and Answers.com (and 5000 more). When people shared content, where did they tend to post it? Facebook was the #1 choice for 44% of content sharing. [...]

  • Gix

    I don’t understand why Google doesn’t want people in the U.S. to know about Orkut, their first social sharing on the web . It’s huge in Brazil and India. I see it on the Google apps page, but nobody ever talks about it.

  • http://enumid.com/2010/02/17/facebook-corners-44-of-social-sharing/ enumID — Blog — Facebook Corners 44% of Social Sharing

    [...] TechCrunch’s Erick Schonfeld talked to sharing-widget producer Gigya recently to find out what site people tended to share content on the most. Gigya’s widget power social sharing from sites such as ABC.com, Reuters and Answers.com (and 5000 more). When people shared content, where did they tend to post it? Facebook was the #1 choice for 44% of content sharing. [...]

  • Andy

    How do they monetize this? I can imagine that Facebook can charge money for placing posts linking to a site on people’s newsfeed more prominently if that site is willing to pay. I wonder whether they already do this since those FarmVille posts have been filling my newsfeed.

  • http://rogerkotty.com/77/banned-for-life/ Banned for life | BANNED FOR LIFE

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  • http://www.facebook.com/profile.php?id=24400464 Justin Thorp

    If you’re a website publisher, I think the net net takeaway from these type of stats is that the Social Web is a pretty diverse landscape. You shouldn’t be betting the farm on just integrating with one service or another. You really need to use a platform which is going to allow you to be shared into every corner of the Social Web, otherwise you’re just leaving shares on the table and thus potential users.

  • http://rowanw.wordpress.com/2010/02/18/how-google-will-win-everything-and-why-facebook-and-twitter-still-need-it/ How Google will win everything (and why Facebook and Twitter still need it). « i thought, i think, i am.

    [...] world’s largest social network, especially when according to research they’re driving 44% of the social sharing on the web, but with Google Buzz’s launch it’s time for Facebook to clarify it’s intentions. [...]

  • http://www.ankaraceviri.com ceviri

    I am suprised to see AOL there.
    it’s interesting…

  • http://gigsly.com Sam

    Hmm, there are some very impressive stats Eric. Really gets back to Fred Wilson’s great pieces on the power of passed links. Our new advertising platform, http://gigsly.com is attacking this very space. Big opportunities.

  • http://alistair.chooseus.org/?p=1351 “Facebook Drives 44 Percent Of Social Sharing On The Web” and related posts « Blog

    [...] View full post on Technology – Google Blog Search [...]

  • http://geekyheart.com Shailendra

    i am surprised not seeing reddit here

  • http://llamadavirtual.wordpress.com/2010/02/18/facebook-tiene-el-44-de-uso-para-compartir-en-lnea/ Facebook tiene el 44% de uso para compartir en línea « Alusión…Llamada Virtual

    [...] 18, 2010 · Dejar un comentario TechCrunch publica las estadísticas de Gigya, la compañía que ofrece los “widgets” para compartir a [...]

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    [...] – Measuring Influence Across The Social Web Facebook Is the Web’s Ultimate Timesink [STATS] Facebook Drives 44 Percent Of Social Sharing On The Web E-commerce trustmarks: do they matter? Kevin Smith and Southwest: when should companies avoid the [...]

  • http://spaghettitesting.ca/2010/02/18/is-email-still-king/ Email and Social Sharing « Spaghetti Testing | Peter Smith

    [...] February 2010 by Peter Yesterday, TechCrunch posted some numbers showing that Facebook drives 44% of social sharing. Which is great, except that the cutesy pie chart does not include email as one of the forms that [...]

  • Bridget Williams

    Twitter is always severely under-represented because of the many clients used to tweet.

  • http://www.facebook.blog-o-matic.net/facebook-en-espanol/facebook-es-la-plataforma-que-mas-elementos-comparte Facebook es la plataforma que más elementos comparte | Facebook en español

    [...] TechCrunch, Facebook se ha catapultado también como el servicio de entretenimiento más popular, con un 52% [...]

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    [...] Facebook Drives 44 Percent Of Social Sharing On The Web (tags: socialmedia twitter facebook buzz analytics statistics research) Twitter Updates [...]

  • http://www.clubdeimediasociali.it/2010/02/5-links-16/ 5 links #16 – Club dei media sociali

    [...] giorni scorsi un report di TechCrunch ha dimostrato come il 44% del “social sharing” sul Web è effettuato attraverso Facebook. Shaun [...]

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  • http://www.penlau.net/?p=890 Demographics and social-media marketing | penlau software

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  • http://www.kukastudios.com/seo/social-media-drives-more-traffic-than-seo-353.html Social Media Drives More Traffic than SEO? | Kuka Studios

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  • http://justmakler.wordpress.com/2010/02/20/the-year-was-1993/ The Year was 1993 «

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    [...] Facebook Drives 44 Percent Of Social Sharing On The Web [...]

  • http://digitalrecruitmentdigest.wordpress.com/2010/02/19/the-web-is-more-social-is-your-company/ The Web is more social, is your company? «

    [...] social media, social networking, and social sharing are changing our lives.  In fact, a recent TechCrunch article states that 44% of social sharing on the web happens on Facebook, followed by 29% on Twitter, 18% [...]

  • http://blog.zoomlabs.es/2010/02/el-44-de-los-contenidos-compartidos-de-social-media-vienen-de-facebook/ El 44% de los contenidos compartidos de Social Media vienen de Facebook | Zoomoteca

    [...] os acercamos los datos de un interesante artículo de TechCrunch que hemos querido traducir para descubrir curiosidades tan interesantes como que casi la mitad de [...]

  • http://cbwebletter.fr/2010/02/22/3411/ | cbwebletter

    [...] les statistiques de Gigya, 44% des échanges sociaux se font sur [...]

  • http://cliqology.com/2010/02/twitter-users-are-4x-more-likely-to-share-content-than-facebook-users/ Twitter users are 4x more likely to share content than Facebook users

    [...] Scott Hoffman on February 22, 2010 Last week TechCrunch posted some data that stated Facebook Drives 44 Percent Of Social Sharing On The Web. I didn’t think that this was the only way to look at Social Sharing data. I wanted to see if [...]

  • http://blog.mygazines.com/2010/02/22/publishing-news-readers-digest-mag-exits-bankruptcy-americans-mobile-internet/ The Publishing News: Reader’s Digest Mag Exits Bankruptcy, Americans Spend Three Hours A Day Using Mobile Internet | The Mygazines Blog

    [...] the top social sharing site… and we’re not [...]

  • http://blog.backupify.com/2010/02/22/google-buzz-and-its-privacy-problem-is-an-omen-of-things-to-come/ Google Buzz (and its privacy problem) is an omen of things to come

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    [...] Facebook tiene el 44% de los compartidos sociales en Internet [...]

  • http://bootcampdigital.com/where-do-you-share-44-do-it-on-facebook/ Where do you Share? 44% do it on Facebook. Boot Camp Digital – Digital and Interactive Marketing Training and Certification : Boot Camp Digital – Digital and Interactive Marketing Training and Certification

    [...] week, Tech Crunch reported that new data released by Gigya shows that 44% of sharing online happens through Facebook, [...]

  • http://iamcade.com/2010/03/sharethis-introduces-the-share-stream/ ShareThis Introduces The Share Stream | iamcade

    [...] other sharing networks, ShareThis has seen Facebook soar to 42 percent of all sharing, beating out email (at 40.7 percent) [...]

  • http://www1.tynt.com/sorry-techcrunch-%e2%80%93-facebook-is-not-the-biggest-driver-of-social-sharing-on-the-web-its-e-mail-at-70 Tynt Insight » Sorry TechCrunch – FaceBook is NOT the Biggest Driver of Social Sharing on the Web! (Its e-mail at 70%)

    [...] I read the recent TechCrunch article saying that Facebook dominates social sharing on the web, claiming 45% of all social sharing, I was [...]

  • http://www.briansolis.com/2010/03/optimizing-brands-for-social-search/ Optimizing Brands for Social Search

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  • http://www.undernews.com/2010/03/11/facebook-aspira-a-8-social-media-oscars/ Facebook aspira a 8 (Social Media) Óscars | Undernews – Internet, negocios y tecnología, de bloggers para bloggers.

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  • http://socialmediamercenary.com/2010/03/13/why-marketers-dont-take-facebook-as-seriously-as-twitter-or-linkedin/ Why Marketers Don’t Take Facebook as Seriously as Twitter or LinkedIn | Social Media Mercenary

    [...] tidbits. Facebook was recently revealed to be the social leader in the link economy, driving 44 percent of the social sharing on the [...]

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    [...] grow. Facebook and Twitter currently dominate social traffic, with Facebook users responsible for 44% of social sharing and Twitter users contributing a respectable [...]

  • http://vincentonsocial.com/2010/03/almost-half-of-all-social-media-sharing-driven-by-facebook/ Almost half of all social media sharing driven by Facebook | Vincent on Social

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  • http://www.idealaunch.com/blog/content/99024/ | Twitter | ideaLaunch

    [...] recent reports that Facebook has more web site visits than Google and drives 44 percent of social sharing on the web, Twitter’s stepping up to the plate by integrating itself into the rest of the web. Part of [...]

  • http://www.pamorama.net/2010/03/16/facebook-becomes-most-popular-u-s-web-site/ Facebook Becomes Most Poplular U.S. Web Site | pamorama

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  • http://everyonedeletestom.com/index.php/2010/03/20/what-where-when-and-why-people-share/ everyonedeletestom.com » Blog Archive » What, Where, When and Why People Share

    [...] to a recent post on Techcrunch around 13% of users are sharing content over email, second only to twitter. (Published 16th Feb, [...]

  • http://techtools4re.com/2010/03/21/why-facebook-is-where-you-need-to-be/ Why Facebook is Where You Need to Be « Technology Tools for Real Estate

    [...] choices based on recommendations from friends.  Facebook is a big part of this.  For example, Techcrunch reports that 44% of the items shared on the web in the past month were shared on Facebook.  (The next [...]

  • http://fcedge.wordpress.com/2010/03/22/facebook-most-popular-channel-for-sharing-content/ Facebook most popular channel for sharing content « FCEdge Powerful Marketing Communications

    [...] Facebook most popular channel for sharing content Data from Gigya, a social-widget provider, show that 44% of the content shared through its widgets went to Facebook, compared with 29% for Twitter and 9% for MySpace. Data from Gigya competitor AddThis show Facebook taking 33% of the share, versus 9% for Twitter and 6% for MySpace.  TechCrunch [...]

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    I always had believe that no one can beat Yahoo. But in terms of Social Networking my idea has been changed. Exceptional, is there any to beat facebook??

  • http://www.topsite.com/best/social top social sites

    No Doubt facebook is the top social sites on the web
    but is it Relevant for 2010 because I know that most of people using linkdin because of facebook privacy problems

    Dawn

  • Philip

    Cool stuff, but I thought this was an even better analysis: http://www.tynt.com/sorry-techcrunch-%E2%80%93-fa...

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