Retailers in Europe have embraced the use of login with Facebook at a rate more than double that of their counterparts in the U.S., according to a study released Tuesday by Betapond, a Facebook Preferred Marketing Developer.
Betapond found that 14.5 percent of European retailers implemented login with Facebook, versus 6 percent in the U.S., adding that 33 of the 200 European retailers it examined had no social elements at all on their websites.
Betapond CEO Declan Kennedy said:
With the uptake among Europe’s online retailers still relatively low, there remains an untapped opportunity for retailers to take advantage of login with Facebook and its many benefits.
Retailers are beginning to recognize the huge opportunity Facebook presents in terms of personalization and are increasingly looking to their social strategies as a way to gain competitive advantage. We predict that the uptake of Facebook login among top European retailers will grow steadily throughout 2013 as we move into the next generation of social ecommerce.
Readers: Have you logged into your Facebook accounts via retail sites?