It probably won’t come as any sort of great surprise to find that more users on Facebook interact with brands than on any other social network. It’s no doubt what we all felt deep down, but it was simply based on a hunch. Well, a new study has finally put some flesh on these bare bones and confirmed that 34 percent of Facebook users interact with brands online, compared to only 4 percent on Twitter and a measly 1 percent on LinkedIn.
The study was conducted by Constant Contact and Chadwick Martin Bailey and looked at consumer behaviour and trends on Facebook. The data was collected from 1,491 consumers aged from 18 upwards throughout America. It concluded that more than half of Facebook users are likely to recommend a brand to their online friends after becoming a fan of its page, and also that more than half are likely to buy a product from a brand after liking its page.
The research clarifies how social network users/consumers react to and interact with brands. The main findings of the study were:
- Consumers interact with their favorite brand on Facebook far more than other social networks.
- 56 percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook.
- 51 percent of consumers said they are more likely to buy a product since becoming a fan on Facebook.
- 52 percent of those who go online said that they spend at least one hour a week on Facebook.
- 76 percent of consumers said they have never ‘unliked’ a brand on Facebook
- 77 percent of consumers said they interact with brands on Facebook primarily through reading posts and News Feeds.
- 78 percent of consumers who ‘like’ brands on Facebook said they Like fewer than ten brands.
- 58 percent of consumers said they like a brand on Facebook because they are a customer.
- 45 percent of consumers said they spend most of their time on Facebook in the News Feed.
- 69 percent of consumers said they want to hear from some brands on Facebook more than others.
Probably the most interesting statistic to come to light is that once a consumer has liked a brand, they tend to stick to it regardless. That has to be good news for brands and gives them a solid foundation on which to build an ongoing and pro-active relationship with their community members. Mark Schmulen, the general social media manager of Constant Contact, summed up the reports findings in a press statement:
“This data reinforces the need for businesses to be active on Facebook. 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.”