FACEBOOK’S STAYING POWER:
INDISPENSABLE TO WOMEN
By Hollis Thomases, 5/16/14
2013 FACEBOOK STATS
MY THEORY
 While 10-year-old Facebook is no longer a shiny
object and its primary audience has shifted from
college and h...
TESTING THE THEORY
YOUNGER FACEBOOK USERS STRONGEST
FRIEND-CENTRIC
“FRIENDS” MAY BE THE CLEAR
WINNER, BUT LET’S LOOK
BEYOND…
FAMILY IS MORE IMPORTANT
TO OLDER & NORTHEAST RESPONDENTS
MONITORING KIDS EQUAL AMONG
35 – 54 YEAR-OLDS & NOT MIDWEST
VERY FEW RESPONDENTS VALUE BRAND
OFFERS AS A TOP REASON…BUT 25-34 YEAR-
OLD, MIDWESTERNER, SUBURBANITES VALUE
IT THE MOST
LIFE MANAGEMENT
By offering this option, I
meant to explore how
dependent upon Facebook
women might be for
activities such...
RESPONSES BY INCOME LEVEL
“FANS OF FRIENDS” DON’T VARY MUCH
ACROSS INCOME SPECTRUM
“FAMILY FANS” SKEW WEALTHIER
“BRAND FANS” SKEW WEALTHIER
“FACEBOOK MAY BE A CURRENT MEDIA
DARLING AND THE #21 GLOBAL BRAND, BUT
THE MAJORITY OF ITS AVERAGE USERS AREN’T
ON IT TO I...
HOLLIS THOMASES – CLIENT DIGITAL ADVOCATE
A highly-driven subject matter expert, Hollis
has a passion to deliver unbiased,...
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Facebook's Staying Power: It's Indispensable to Women (2014)

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10-year-old Facebook is slowly losing its young user base...but that's OK. Why? Its power is in its indispensability to women, and they make the majority of household purchase decisions. Here's are my survey findings...

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Facebook's Staying Power: It's Indispensable to Women (2014)

  1. 1. FACEBOOK’S STAYING POWER: INDISPENSABLE TO WOMEN By Hollis Thomases, 5/16/14
  2. 2. 2013 FACEBOOK STATS
  3. 3. MY THEORY  While 10-year-old Facebook is no longer a shiny object and its primary audience has shifted from college and high school users to more “elder statesmen,” its true staying power is now in its adult female audience base because…  Women tend to be more social than men  Women like to stay informed with what’s going on with their social circles and other social circles around them  Women are the social planners of the household  Women still lead the daily management of family life, including children and purchasing decisions
  4. 4. TESTING THE THEORY
  5. 5. YOUNGER FACEBOOK USERS STRONGEST FRIEND-CENTRIC
  6. 6. “FRIENDS” MAY BE THE CLEAR WINNER, BUT LET’S LOOK BEYOND…
  7. 7. FAMILY IS MORE IMPORTANT TO OLDER & NORTHEAST RESPONDENTS
  8. 8. MONITORING KIDS EQUAL AMONG 35 – 54 YEAR-OLDS & NOT MIDWEST
  9. 9. VERY FEW RESPONDENTS VALUE BRAND OFFERS AS A TOP REASON…BUT 25-34 YEAR- OLD, MIDWESTERNER, SUBURBANITES VALUE IT THE MOST
  10. 10. LIFE MANAGEMENT By offering this option, I meant to explore how dependent upon Facebook women might be for activities such as arranging/following after- school obligations, school communications, social events, etc, some of which are now only communicated by Facebook. This aspect may require more clarification and deeper analysis.
  11. 11. RESPONSES BY INCOME LEVEL
  12. 12. “FANS OF FRIENDS” DON’T VARY MUCH ACROSS INCOME SPECTRUM
  13. 13. “FAMILY FANS” SKEW WEALTHIER
  14. 14. “BRAND FANS” SKEW WEALTHIER
  15. 15. “FACEBOOK MAY BE A CURRENT MEDIA DARLING AND THE #21 GLOBAL BRAND, BUT THE MAJORITY OF ITS AVERAGE USERS AREN’T ON IT TO INTERACT WITH BRANDS, AND THOSE THAT ARE HAVE MONEY AND SEEK OFFERS. IF YOU’RE GOING TO ADVERTISE ON FACEBOOK, GIVE PEOPLE WHO ARE THERE FOR YOU WHAT THEY WANT: SOMETHING SPECIAL OR PROMOTIONAL.” HOLLIS THOMASES, MAY 2014
  16. 16. HOLLIS THOMASES – CLIENT DIGITAL ADVOCATE A highly-driven subject matter expert, Hollis has a passion to deliver unbiased, simplified information and advice to allow businesses to make better decisions about how to spend their dollars and resources. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book, “Twitter Marketing: An Hour a Day,” published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events. Hollis Thomases graduated from Cornell University with a BA in Social Relations. You can find her in the Twittersphere @hollisthomases, on LinkedIn, by email or by old-fashioned phone: +011-484-679-6364.

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