Just 7% of respondents to a new survey from Crowd Science liked an item on Facebook in order to inform their friends about the brand, according to data released in November 2011. Data from the survey indicates that showing support and expressing enjoyment in what was being said or shown were the two leading reasons for liking an item, both cited by 28% of respondents. The third most-popular reason for becoming a fan of an item, liking the brand, was cited by just 14% of respondents, while 1 in 10 liked an item out of a desire to keep informed about the brand. Just 6% of respondents reported liking an item in order to get discounts on the brand’s offerings, slightly ahead of the proportion who liked an item in order to enter a sweepstakes (5%).
According to the survey, the most liked items on Facebook are wall posts, pictures, and comments, each at 16% of respondents, followed relatively distantly by videos (12%). Brand pages (9%) appear at the bottom of the list, narrowly trailing Facebook pages (excluding brands), liked by 1 in 10 respondents. 14% of respondents reported not using Facebook at all.
Older adults (65+) were the most likely (15%) of all age groups to use Facebook but not the like button, followed by 55-64-year-olds (10%) and 45-54-year-olds (9%). Even so, when they did like items, these adults were most likely to show their support: 39% of older adults liked items in order to show their support, with 55-64-year-olds (30%) and 45-54-year-olds (29%) next. By contrast, youth were more likely to become a fan of an item because they liked the brand itself, with those aged 17 and under (23%) and 18-24 (19%) leading all age groups.
According to the report, 11% of heavy internet users (36 or more hours per week) have liked a brand’s Facebook page, 38% more than the proportion (8%) of light users (up to 12 hours per week) who have done so. By contrast, light internet users are more apt than heavy users (11% vs. 6%) to use Facebook but not the like button.
While propensity to click-through on Facebook is positively correlated with age, propensity to like is not, according to data released in August 2011 by Facebook marketing consulting firm SocialCode. Age has a strong positive effect on whether a user will click, but has a less pronounced opposite effect on the likelihood of them becoming a fan of a page. Fifty-plus-year-old users, the oldest segment in the study, are 28.2% more likely to click through and 9% less likely to like than 18-29-year-old users, the youngest group observed. Compared to the rest of the younger population, 50-plus users see a 22.6% higher CTR and 8.4% lower like rate.
About the Data: Crowd Science’s findings were gathered from a random sample of 1,224 respondents between June 10-22, 2011.
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