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Though more than nine in ten Facebook users (93%) click on a Facebook “like” button at least once a month, their motivations for doing so vary considerably by age and context, according to a new study by ExactTarget and CoTweet.

Nearly two-thirds of Facebook users surveyed say they "like" at least one brand on Facebook; among them, the top like-related activities performed at least monthly include the following:

  • Like an item posted by a friend on Facebook: 74%
  • Social bookmarking (clicking the "like" button from an external website): 52%
  • Like a brand's Facebook page: 45% 
  • Like an item posted by a brand on Facebook: 44%

Below, additional findings from the titled "The Meaning of Like," the latest in ExactTarget's Subscribers, Fans and Followers research series.

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