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.