According to a recent study by Lab42, 87% of Facebook users say they "like" brands on Facebook, and among them 50% say a brand's Facebook page is more useful than its website.
Five years ago, says the report, the term “like” was just another word used to describe one’s preferences. In today’s digital universe, “liking” is one of the primary ways people exert their tastes and preferences online, and it has created a new type of conversation between consumers and brands.
Among those who like brands on Facebook...
When liking brands on Facebook, most people want something in return, like promos and discounts, and free giveaways. 14% of social media users who like brand pages say they do so out of loyalty to the brand.
Motivators in Liking Brand on Facebook | |
Motivator | % of Respondents |
Promotions and discounts | 34% |
Free giveaways | 21 |
Loyal customer reward | 14 |
Brand trust | 11 |
Other | 20 |
Source: Lab42, September 2012 |
Top Three Ways Consumers interact with Brands on Facebook
Source: Lab42, September 2012
77% of social media users who have liked a brand on Facebook say they've saved money after doing so, with 66% saving $20 or more in the previous year and 17% saving $100 or more, says the report.
Nearly one-half of social media users have liked a brand without ever having intentions to buy from them. Among those 46%, more than one-half say they were motivated to like the brand by a freebie, and 46% simply wanted to associate with the brand, even though they couldn't afford the brand's products.
73% of social media users have unliked a brand, citing a high frequency of brand posts, no longer liking the brand, or a bad customer experience as reasons for doing so
Response to “Like” and “Dislike” A Brand
Like a brand but no intention to buy 46%
Of those:
Disliked brand 73%
Of those:
Source: Lab42, September 2012
Among those social media users who don't like brands on Facebook, 47% cite newsfeed clutter as a key reason, a third don't want to be contacted by brands, and three out of 10 say they avoid liking brands because of privacy concerns:
Don’t Like Brands on Facebook | |
Reason | % of Respondents |
Clutter newsfeed | 47% |
Don’t want contact | 36 |
Concerned about privacy | 30 |
Only post things relative to (my) life | 27 |
Source: Lab42, September 2012 |
For more information from Lab42, please visit here
Great stats. Interesting the high rate of "likes" versus purchase intent.
It seems like Facebook is losing Face. This article depicts the greatest part about social media and how it gets interfered with by advertising. 47% of people don't Like brands because it clutters their news stream - yes, now people get it! Social Media should be a trusted space for friends, family and brands - not an advertising portal, not a coupon grabbing ploy. There still needs to be some refining with how adverting is done via social and cluttering your personal space with brand advertising is clearly NOT the solution to brand awareness. Move your audience to your website for advertising, keep it close to "home", meaning, if you're here at my website you want to be here and now I will offer you a deal and show you what services/products I have to offer - this avoids the 'personal social space' and also draws consumers to a trusted space. Trust.