New research supports business impact of “Connecting”

One of the things I’ve found hard to measure is the industry’s perception (in aggregate) of the impact to user engagement and user acquisition when a site deeply connects to large audiences through “Connect like” solutions. This morning I may have found part of the answer in some new research from Gigya (conducted by Edge Research) that helps answer the question – “[what is] the value of social sign-on and the registered user?”.

You should read the entire research from here . The two big takeaways I got from the research about “social sign-on” (the term the research uses) are:

• There is massive awareness and intent to deploy
• There is clear alignment in the potential benefits, and a belief in achieving these benefits

Massive awareness and intent to deploy

The research showed a huge awareness with 92% of respondents said that they have heard of solutions that allow sign in using an existing [social] identity. Beyond the huge awareness, for online publishers about 59% had either fully implemented or had an implementation in progress.

Clear belief in the benefits

Another interesting tidbit is that the top 3 potential benefits (of a total of 10) were well aligned from both an importance and also a belief in the likelihood of achieving the benefit.

There is a lot more in the research, check it out here, and if you have any data or research you’d like to share – leave a comment!