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Second Life Repeat Visitation Rates Comparable With Industry - Multiple Accounts A Factor

In two earlier posts I had asked why 85% of people do not return to Second Life, and Greg Peverill-Conti followed up by posting a comment which included a few questions, he said,

"I'd be curious about the average repeat visitation rates (or non-return rates) for other registration-required sites or services. If they are comparable, then the issue might just be that people like to experience surf and that's just life. If Second Life has a number that's way out of whack I'd be interested in knowing why."

In response to Greg’s questions I turned to the LinkedIn community and asked,

“What are the average repeat visitation rates (or non-return rates) for registration-required sites or services?”
Pinky Gonzales had a really good answer:

“We manage a large number of free and paid login-required communities, representing over 2 million active users. In my experience:

a.) Repeat visitation rates can vary widely by brand
b.) Time-sensitive opportunities have a major impact on login percentages
c.) Paid subscribers are repeat loging-ers about 80% of the time
d.) Free subscribers hover in the 20% range
e.) Email open rates, surprisingly, are much closer to equal. New/imported lists can have very low open rates to begin with, but we like to see 60% and higher in a well run, established communities of any size.

I suspect that David Fry's comment is correct. I personally have multiple SL accounts, including accounts I won't likely log in with again. SL's model reminds me of AOL allowing 5 "screen names" for each paid account. Without basing their figures on IP-based logins (which are also tricky), I would guess that a 10% retention rate is optimistic. Hard to say!”

From Pinky's answers it appears Second Life’s numbers are not very different from the rest of the industry, active Second Lifers using multiple accounts, some with a few dead accounts, could account for the lower number of 15% for repeat visitation rates for Second Life.

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