Social Login Impacts the Bottom Line – Plus Other Findings in New 2010 Research Report

by Liza Hausman

Leading online businesses have big plans for social login.  That’s according to the findings of a new research report we released today which was conducted by strategic market research firm Edge Research. The report, “The Value of Social Login and the Registered User,” takes a look at the importance of registered users from the perspective of executives at leading online retailers and publishers, and how they are applying social login for myriad benefits.  This research supports the efforts of all the social identity providers; you can read Angus Logan’s take on the Windows Live Developer blog here.

The Importance of Social Sign-On Benefits

65% of both publishers and retailers surveyed say that registered users are  more valuable than those who have not registered, but that their organizations are working harder than ever to drive registrations by minimizing required fields or by running costly promotions.

To overcome this challenge, businesses are turning to social login.  Executives surveyed believe social login benefits include improved targeting, positive buzz, increased loyalty and ultimately increased revenue. The vast majority also believe these benefits are both important and achievable.

The benefits cited as most important include:

  • Loyalty: the ability to engage users and build relationships was the benefit deemed important by the largest percentage of online executives (84%).
  • Targeting: 80% of executives cited applying rich profile information to target and customize the site experience.
  • Word of Mouth: 77% say social login makes it easier for customers to share information and promote the organization to their social network.
  • Revenue: 75% see social login impacting their organization’s bottom line.

The research, conducted in July and August 2010, included both in-depth interviews and a survey of 100 product and marketing executives employed by publishers with at least 100K monthly page views or retailers with annual online revenue of at least $10M.

You can download the full report here.

By Kevin White