The 28% increase was driven by Facebook fans’ tendency to be super consumers: On average fans spend 43% more than non-fans in respective categories, despite not having higher incomes.
The study, The Value of a Facebook Fan 2013, examined the Facebook fan performance of 20 top brands. It estimated the value of a fan by looking at spending, media value, acquisition cost, loyalty, and the propensity to recommend a brand to others.
Below, additional key findings.
Value of a Facebook Fan
- Brands with lower retail prices or with frequent repeat purchase cycles have smaller fan values. For example Coca-Cola ($70) and Skittles ($76).
- Brands with higher retail prices, or higher category purchases, have higher fan values. For example Target ($618) and BMW ($1,613).
Social Media Habits of Brand Fans
- 66% of fans of the brands examined were also fans of 10+ other brands.
- 75% of fans are likely to share good brand experiences.
- 66% of fans are likely to share bad brand experiences.
Average Spend of a Fan
- Excluding BMW and the Mass Merchandise category, fans spend on average $116 more per year in their respective categories than non-fans.
- The clothing-fashion category had the biggest difference, with fans reporting that they spend approximately $257 more per year than non-fans.
About the research: The study was based on a 25-minute online panel survey of over 2,000 people residing in the US. The survey was conducted in late January and early February 2013. Respondents self-identified as fans by indicating which brands they have 'liked' on Facebook.