Mobile apps see greater engagement, monetization from Facebook login

A number of mobile developers are reporting more engagement and better monetization among Facebook-connected users than users who do not log in with their social network account, according to a post on Facebook's developer blog today. In December, the company announced that nearly 200,000 iPhone and Android apps connect with Facebook. However, many people still think about the Facebook platform being distinct from mobile. Although Facebook does offer a vertical platform where apps can be used within the Facebook.com canvas, it's also possible for Facebook to be integrated horizontally across any other platform, including iOS, Android and the mobile web. What the company is trying to do now is convince developers why they should integrate their apps with Facebook. Facebook suggests that a socially connected user is a more valuable user. Developers like Wooga, Ludia, Buffalo Studios and others have offered some evidence to show that users who log into their mobile games with Facebook spend more time and money in the apps. However, the social network is simultaneously gaining a reputation for being a less open platform than it portrays. Today TechCrunch reported that Facebook has blocked data access from a mobile social search app called Wonder, and last week the company took some similar measures against mobile voice messaging app Voxer. [Update: Facebook has also prevented Twitter's new Vine app from using its friend-finding feature.] Here are the game developer stats Facebook shared in its latest post: In Ludia's Are You Smarter Than a 5th Grader?, 52 percent of users connect with Facebook, but 70 percent of revenue comes from those users. Ludia also says 63 percent of daily players of Family Feud & Friends connect with Facebook. Retention of Facebook users is double the retention of those who sign in with guest mode. These Facebook users contribute 70 percent of total revenue. Buffalo Studios' Bingo Blitz sees 55 percent of its iPad audience connecting with Facebook, and those users contributing 62 percent of total iPad revenue. Wooga says users who log into its Diamond Dash game using Facebook are nine times more likely to spend money than players who don't connect with Facebook. For Murka's Slots Journey, the seven-day retention rate of Facebook users is 322 percent higher than non-connected users. These users are also 214 percent more likely to spend money in the first seven days. FreshPlanet says Facebook users spend 35 percent more in SongPop than players who don't use Facebook to log in. Facebook users also send 70 percent more challenges to each other. Storm8 says players who log in with Facebook are three times more likely to return to its games and seven times more likely to spend money in them. Nordeus has found Facebook-connected Android users of its TopEleven game are more than three times more likely to become payers and iOS-connected users are more than four times more likely to become payers than users who don't connect with Facebook. The company says 80 percent of Android payers are Facebook users and 83 percent of iOS payers are Facebook users. Dragonplay says Facebook users engage with the games 135 percent more than non-Facebook users. Facebook users are 133 percent less likely to churn after 30 days. When it comes to monetization, Facebook users are 274 percent more likely to convert to a paying users, and on average, Facebook users spend 85 percent more .

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Mobile apps see greater engagement, monetization from Facebook login

Brittany Darwell

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Brittany Darwell