
In a recent study published by Internet Retailer, 55% of shoppers who signed into retail websites used Facebook - up from 41% last year. This is part of a growing trend for people to use one social profile as their persona online and their preference to be able to have what is essentially a single sign on to manage the many different sites where they have accounts. The study also found that while the majority of retail site visitors did use Facebook, Twitter, Yahoo, AOL and other profiles were also used to access those sites.