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10 Quick Facts You Should Know About Consumer Behavior on Facebook
 

10 Quick Facts You Should Know About Consumer Behavior on Facebook

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Study from Constant Contact and Chadwick Martin Bailey analyzing the behavior of 1,491 consumers ages 18 and older throughout the United States.

Study from Constant Contact and Chadwick Martin Bailey analyzing the behavior of 1,491 consumers ages 18 and older throughout the United States.

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  • Q31. What social networking sites do you use to interact with your favorite brand(s)?

10 Quick Facts You Should Know About Consumer Behavior on Facebook 10 Quick Facts You Should Know About Consumer Behavior on Facebook Presentation Transcript

  • 10 Quick Facts You Should Know About Consumer Behavior on FacebookFrom the 2011 Chadwick Martin Bailey Consumer Pulse
  • About this study
    Independent Research:
    Conducted through the CMB Consumer Pulse
    Supported by Constant Contact
    Methodology:
    Data collected from 1,491 consumers, age 18+ in the United States through the Research Now online panel
    Data was collected through a 15 minute online questionnaire fielded in January of 2011.
  • 52% of Americans over 18 spend at least one hour a week on Facebook
    Base: Those who go online ●Q29. How many hours per week do you use Facebook?.
  • People interact with their favorite brands on Facebook far more than other social networks
    34%
    4%
    1%
    Did You Know?
    56% of those under 35 interact with their favorite brands on Facebook
    Base: Those who go online ●Q31. What social networking sites do you use to interact with your favorite brand(s)?
  • Engagement is real: 78% of people who “like” brands on Facebook like fewer than 10 brands
    Base: Those who are fans of brands on Facebook ●Q32a. Approximately, how many brands are you a fan of?
  • 58% of users “like” a brand because they are a customer
    Base: Those who are fans of brands on Facebook ● Q32c: Why did you become a fan? Select all that apply.
  • Most fans “interact” with brands, primarily through reading brand’s posts and newsfeeds
    Read the posts, news feeds, and offers posted by the brand
    Share experiences and news stories with others about the brand
    Post about the brand
    None of these
    77%
    17%
    13%
    17%
    Base: Those who are fans of brands on Facebook ●Q32l. For brands that you are a fan of on Facebook, please describe what you do to interact with these brands.
  • 76% of people have never “un-liked” a brand
    Did you know?
    Fans over 35 are even more likely to stay fans.
    Base: Those who are fans of brands on Facebook ● Q32g. Have you ever “un-liked” any brands on Facebook?
  • 56% of fans say they’re more likely to recommend a brand to a friend after becoming a fan
    Base: Those who are fans of brands on Facebook ●Q32f. Are you more likely to recommend to a friend since becoming a fan?
  • 51% of fans say they’re more likely to buy a product since becoming a fan
    Did you know?
    Fans age 50 and up: are the most likely to buy more for at least a few brands (44% vs. 35% of fans overall)
    Base: Those who are fans of brands on Facebook ●Q32e. Are you more likely to buy since becoming a fan?
  • 45% of Facebook users’ time is spent in the newsfeed
    Did you know?
    Women are more likely to spend their time posting on walls—55% vs. 42% of men.
    Base: Those who are fans of brands on Facebook ●Q33. When you use Facebook, where do you spend most of your time? Select all that apply
  • 69% of Facebook users want to hear from some brands more than others
    Did You Know?
    45% of Facebook users think most of the content they get is the same
    Base: Those who are fans of brands on Facebook ● Q32h. Please select which of the following is true about your feelings towards the type of content you receive from brands you are a fan of on Facebook. ●Q32j. Please select which of the following is true about your feelings towards the frequency of content you receive from brands you are a fan of on Facebook.
  • Download more free consumer pulse reports at www.cmbinfo.com/downloads
    Learn how to use social media marketing to grow your business at www.socialquickstarter.com
    For more information contact:
    Kristen Garvey at Chadwick Martin Bailey
    Dave Gerhardt at Constant Contact