Facebook seems to be everywhere today. The number of users and the amount of time that they spend on Facebook is amazing. So with all the focus on Facebook, especially on eve of f8 – The Facebook Developers Conference – and all of the major announcements that are expected, it is important to consider how customers really behave on Facebook and how they interact with brands.
The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed a number of details about how people interact with brands on the world’s largest social network.
Most people Like a business or brand on Facebook because they are either a customer, or they are looking for a discount or promotion.
Most participation with a brand is passive – by reading the news feeds. Only about 30% share experiences and news, or post about the brand.
Over three-fourths of people have never unliked a brand, with people over 35 more likely to remain a fan.
The study also pointed to a number of encouraging stats for businesses, including:
- 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook
- 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook
- 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands
I’d love to know your thoughts on your personal experiences with Facebook, either as a brand or a consumer!
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