Consumers who are Facebook fans are more valuable to brands: On average, Facebook fans spend $71.84 more per year on brands they are fans of than consumers who are not fans, and they are 28% more likely than non-fans to continue using that brand, according to a study by Syncapse.
In addition, fans are 41% more likely than non-fans to recommend a fanned product to their friends.
Among 20 top Facebook brands studied,* the average annualized value of an individual fan is $136.38. The five measured variables that contribute to that value are product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value:
Among the 20 top brands, McDonald's registered the largest variability in annualized spending between fans and non-fans, with fans reporting spending $159.79 more per year than non-fans.
In contrast, Oreo registered the lowest variability in spending between fans and non-fans, with fans reporting spending just $28.52 more per year than non-fans.
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The study examined the top 20 brands for fan interaction and activity across four other categories, including brand loyalty, propensity to recommend, brand affinity, and value per fan.
- Brand Loyalty: Adidas had the highest variance of loyalty between fans and non-fans, with 42.5% of fans indicating a heightened likelihood of continued product use. Secret registered the lowest difference in loyalty, only 15.83% between the two groups.
- Propensity to Recommend: Gaming brand Playstation led in overall likelihood to recommend (81.4%) among brand fans, followed by Victoria's Secret (79.4%). Secret fans were the lowest likely to recommend (59.5%).
- Brand Affinity: 81% of fans said they feel connection and empathy with the brands they fan, compared with 39% of non-fans. Playstation registered the highest level of connection and empathy among brand fans (89.8%), followed by Nike (89.6%) and Adidas (87.8%).
- Value per Fan: McDonald's fans are the most valuable, with an annual value to the organization of $508.16. Such fans are frequent visitors to restaurants, highly loyal, and frequently referring, and they participate actively in their Facebook community.
On average, each McDonald's fan netted the organization $259.82. Oreo brand fans are the lowest-valued ($141.68), and each Oreo fan netted the organization a value of $60.60, on average.
*Nokia, BlackBerry, Motorola, Secret, Gillette, Axe, Dove, Victoria's Secret, Adidas, Nike, Coca-Cola, Oreo, Skittles, Nutella, Red Bull, Pringles, Playstation, Xbox, Starbucks, and McDonald's.
About the data: Data was collected from over 4,000 panelists across North America in June 2010 via online panel.