The Consumer Behavior Of Facebook Users

Facebook MarketingAbout two years ago i remember that people who worked at home only interested in promoting their online businesses on Google. Since then, things have changed and Facebook became also a significant resource that many are marketing on. However, search engine marketing and Facebook marketing are very different in lots of aspects. In this post i like to discuss the consumer behavior on Facebook.

A recent research conducted by Chadwick Martin Bailey (research firm) sampled 1,491 adults (18+), measuring and analyzing their behavior on Facebook. Here are the study’s major insights:

Hours Per Week Spending On Facebook
Only 25% never used Facebook at all (most older than 49 years of age). 52% use Facebook at least one hour a week and about 23% use it more than an hour a day.

Interacting With Brands
For 34%, Facebook is the favorite social network to interact with brands. Twitter is far behind with 4%, LinkedIn and MySpace have only 1%.

Really “Like”
It seems that when people “Like” a brand they really like it- 58% “Like” fewer than 5 brands and 78% “Like” fewer than 10 brands. It is very different from Twitter users where about 40% follow more than 10 brands.

Reasons For Being a Brand Fan
58% follow a brand online because they are customers of it, 57% are fans for better prices reason, 41% are fans just for show-off and 31% are fans for brand’s information purposes.

Passive Interaction
While 77% of the brand fans are reading its contents, only up to 30% are actively interact (post and share).

Don’t Like To “Un-Like”
Only 15% have “Un-Liked” a brand after marking it as “Like”.

Since Becoming a Fan…
At least 56% are more likely to recommend a brand after becoming its fan. At least 51% are more likely to buy a product from a brand after becoming a fan of it.

Where The Users On Facebook?
45% spend their time on the News Feed while only 14% visit fan pages. It means you need to post things to appear on the News Feed (and avoid using 3rd Party Apps)!

You can read the full research here:

 

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  • Facebook Money

    FB and Google are certainly competing for the most interaction online and with its Buzz and PlusOne Google are taking some of FB’s social traffic. But Facebook have a mass market platform for social engagement and it will be a long argument as to which is the more powerful marketing: search or social proof?