Have a mobile app? You might want to consider offering Facebook Login as a registration option. According to the social network, a socially connected user is a more valuable user.
Facebook reported that people who discover apps through and connect to apps using Facebook tend to spend more time in the apps, come back more often, and are more likely to become paying customers.
Ludia, for example, found that 52 percent of Are You Smarter Than a 5th Grader? players are connected to Facebook — compared to 47 percent in guest mode — and 70 percent of revenue is generated by Facebook members.
In October, people were directed to the Diamond Dash app from Facebook more than 19 million times. Since launching, the amount of players connecting through Facebook has increased from 28 percent in December 2011 to 70 percent currently. The game’s developer also found that people who log into the game with Facebook are nine times more likely to spend money.
Many top game developers have also found that Facebook-connected users generate more referral traffic as they share achievements through social channels. “Diamond Dash has shown us that being social on mobile ultimately results in a better experience for the player,” stated Jens Bergemann, CEO of Wooga. “Users who play socially are more engaged and are able to get the most out of the game by sharing their experiences with friends.”
In December, Facebook announced that nearly 200,000 iPhone and Android apps connect with Facebook. However, while game developers might be able to see the value of Facebook-connected players, it’s still not clear how non-game apps benefit.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.