A study of Facebook Login integration conducted by Betapond has found that the service is twice as popular on this side of the Atlantic as it is across the pond.
In Europe 14.5 per cent of 200 top online retailers now integrate Facebook, drawn by the personalisation opportunities presented by the social network’s data set, more than double the 6 per cent rate in the US.
Amongst the most sociable of all Eurupe’s e-tailers were ASOS.com and Hepsiburada.com, both of whom topped the study with a 79 per cent sociability rating.
At the other end of the spectrum 33 retailers were found to offer no social connectivity at all.
Declan Kennedy, Chief Executive, Betapond, commented, “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 recognise the huge opportunity Facebook presents in terms of personalisation 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.”