• September 13, 2011

Facebook Fans More Likely to Recommend a Brand, Buy Products

Facebook fans are more likely to recommend brands to their friends after they become fans themselves, according to a recent study of consumer behavior on Facebook conducted by Constant Contact and Boston-based research firm Chadwick Martin Bailey. The study also revealed that more than half are more likely to buy a product from a brand after becoming a fan, and that Facebook is the platform of choice for consumers looking to interact with their favorite brands online, topping both Twitter and LinkedIn.

"This data reinforces the need for businesses to be active on Facebook," said Mark Schmulen, general manager of social media at Constant Contact. "Consumers are not only willing to connect with brands on Facebook, but those that do are also more likely to buy from and recommend brands to their friends. The key is remembering that it's not just about getting the 'Like' it's about what you do to keep your fans engaged when they aren't right in front of you. This means posting content that will both help you to build stronger relationships as well as to compel fans to share your content with their friends. The ability to easily share content across a wide network is what makes Facebook such a powerful referral engine."

The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed 10 key facts:

  1. Consumers interact with their favorite brands on Facebook far more than other social networks.
  2. Fifty-six percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook.
  3. Fifty-one percent said they are more likely to buy a product since becoming a fan on Facebook.
  4. Fifty-two percent of those who go online said that they spend at least one hour a week on Facebook.
  5. Seventy-six percent of consumers said they have never "un-liked" a brand on Facebook.
  6. Seventy-seven percent of consumers said they interact with brands on Facebook primarily through reading posts and newsfeeds.
  7. Seventy-eight percent of consumers who "Like" brands on Facebook said they "Like" fewer than 10 brands.
  8. Fifty-eight percent of consumers said they "Like" brands on Facebook because they are customers.
  9. Forty-five percent of consumers said they spend most of their time on Facebook in the newsfeed.
  10. Sixty-nine percent of consumers said they want to hear from some brands on Facebook more than others.

"Two of the more interesting data points that we found were that consumers spend at least an hour each week on Facebook and that 76 percent of consumers have never 'un-liked' a brand," said Kristen Garvey, vice president of marketing at Chadwick Martin Bailey. "This really shows that consumers are on the site for a good chunk of the overall time they spend online, and once they 'Like' your brand, they are often your fans for good."

"The fact that the majority of users never 'un-like' a page indicates that most interactions between brands and consumers on Facebook are positive," Schmulen said. "It not only gives marketers a great opportunity to reach consumers, but it also enables them to build deeper connections with consumers who are likely to amplify positive word-of-mouth online. This demonstrates the importance of not only having a strong presence on Facebook, but also the importance of being active, listening, responding, and providing shareable content on a daily basis."

The full report can be viewed at http://www.socialquickstarter.com/content/103-10_facts_about_consumer_behavior_on_facebook.

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