The Value of Social Sign-On and Registered Users

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Executive Summary
• Leading publishers and retailers place a high value on registered users but are working harder than ever to gather less information. Why? Customers are not willing to recreate and manage an identity and password on every site they visit.
• The most common tactics for driving registrations in this environment, from asking for minimal information to running promotions, are not sufficient for companies who need both richer customer information and lower acquisition costs to grow profitably.
• To solve the tradeoff between a streamlined registration process and creating a rich user profile, the majority of respondents have implemented or plan to implement social sign-on, enabling people to register with an existing social identity.
• Business decision-makers see myriad benefits of social sign-on, including improved targeting, positive buzz, increased loyalty and ultimately increased revenue. The vast majority also believe these benefits are both important and achievable for their companies.

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