Facebook still has a long way to go when it comes to instilling trust in consumers, according to a new study that shows only 26% believe storefronts on the social network are safe against fraud.
The online survey, conducted by ThreatMetrix and The Ponemon Institute of a pool of 800 consumers this fall, revealed that 53% of consumers do not believe Facebook storefronts are committed to protecting them against fraudsters. Another 23% were unsure.
Alisdair Faulkner, chief products officer of ThreatMatrix, told Mashable the data reveal that “people trust the [Facebook] brand,” but not to the extent that they believe they or their friends are immune from phishing attacks and spam. Faulkner cited a few recent instances of security breaches on the network including the September “Lady Gaga is Dead” virus that enticed users with a link to a fake BBC story on that topic and aNovember spam attack on the network.
Faulkner says that Facebook needs to respond quicker to such attacks to earn consumers’ trust. “It takes them hours,” he says, “and that’s a lifetime on the web.” Consumers surveyed viewed Facebook’s archenemy,Google, in a better light. More than half said they believed Google was more effective than Facebook in keeping them safe from online criminals.
Facebook reps could not be reached for comment on the report.
The study comes as so-called “F-Commerce” — transactions on Facebook — has yet to take hold with a majority of consumers. Only 32% of consumers surveyed said they have browsed a company’s Facebook page and then bought something on the company’s website. Only one in five said that they’ve purchased something directly within a Facebook storefront.
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