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Social sign-ins boost profits
Allowing users to login to e-commerce sites via their social sign-ins (SSIs), could increase consumer spending levels. A survey by research company Janrain and Blue undertaken during the 2010 Christmas shopping period shows that 39% of respondents who said they were fans of SSI expect to do more online Christmas shopping than in 2009, compared to just 25% of SSI critics. Similarly, 54% of fans compared to a lower 49% of critics planned to do more than 50% of their Christmas shopping online.
E-commerce sites that do not allow potential customers to use SSI often miss out on membership, claims Janrain and Blue. Data shows that 75% of consumers avoid creating new accounts with e-commerce sites. Yahoo! is the latest media giant to incorporate SSI into its site, and Verizon and Time Warner are thought to be in talks with Facebook to potentially integrate the social network into its sign ins.
