That's because registration is beginning to imply a commitment on the part of users to a specific portal. Consumers are not likely to keep free e-mail accounts at multiple hubs. Neither are they apt to enter their stock quote portfolios at multiple sites across the Web. By taking the time to enter such data, users start building a homestead on the Web that implies they're likely to stick around for a while. And attracting such settlers can be key for portals aiming to build a consistent traffic flow.
Registration also helps convert Web surfers into online settlers.
The Web's leading portals have made significant strides in registration during the past year. And the bulk of those loyalty-inducing proprietary services were featured as channels on AOL's flagship online service, according to the Media Metrix study. Users visited AOL's main menu, for instance, an average of 9.8 days out of the month of April, according to Media Metrix. Billing allows companies to have more direct, verifiable information about their customers. They also spent more time at their chosen portal than nonregistered users.