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Facebook Users Don’t Like to Refer

by MarketingCharts staff
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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%).

Brands Not Well Liked

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.

Elderly Hard to Get, but Supportive

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.

Heavy Internet Use Translates to Likes

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.

Social Code: Older Facebook Users Click More, Like Less

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.