Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Most social networking sites have lost active users in the past six months, but Facebook has bucked that trend, a new study finds.

Eight out of ten active social media users (80%) have an account on Facebook, up from 71% six months earlier, and among them 54% visit Facebook at least once a day, according to a survey from Performics, conducted by ROI Research.

Meanwhile, other major social networks have lost active users. For example, 19% of social media users have an active Twitter account, down from 22% six months earlier. The greatest decline among the social sites studied has been that of Windows Live, the study found.

Below, other findings from the Performics study, S-Net (The Impact of Social Media).

Four out of ten active Facebook users (41%) say the site is a good way to get information about companies and products (40% said so six months earlier).

Overall, brand-oriented interaction levels among Facebook users have remained relatively constant over the previous six months: 31% of active Facebook users now say they are interested to communicate with more brands via Facebook—the same proportion who said so six months earlier. 

Some 30% say connecting with brands via Facebook makes them feel valued as a customer, up just 2 points from six months earlier.

Frequency of Facebook Activity

Nearly one-quarter (22%) of active Facebook users say they click on ads at least once a week.


Over one-half (54%) of active Facebook say they make comments on Facebook at least weekly, 25% visit company product pages, and 25% log on to other sites via Facebook.

Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.


At least once a week, 33% of active Twitter users share opinions about companies or products they follow, 32% make recommendations about those brands, and 30% ask for recommendations.

Among Twitter users who follow at least one company, over one-half say since connecting with Twitter they are more likely to...

  • Recommend companies they follow: 55%
  • Talk about those companies and brands: 55%
  • Purchase from them: 51%

Similar to the Facebook findings noted above, those brand-related interaction levels are down slightly from six months earlier.

Mobile Device Use

Growing numbers of social media users access social sites via their mobile devices:

  • 32% access Facebook via mobile, up from 26% six months earlier.
  • 30% access Twitter via mobile, up from 26%.
  • 22% access YouTube via mobile, up from 18%.

Social Interaction Highest for Electronics Brands

The study examined social media interaction levels across 11 vertical categories. The top 3 categories about which active social media users seek information are electronics brands (49%),  healthcare/pharma (47%), and furnishings purchases (47%).

Social conversations around travel (22%), entertainment (23%), and apparel (24%) purchases are the least active among consumers surveyed.

Other findings:

  • 23% of those without an active Facebook account plan to join in the next six months.
  • 67% of social media users say they have reconnected—via social networking sites—with people they would not have reconnected with otherwise.
  • 51% of social media users say social networking sites are the best way to communicate with friends and family.

About the data: Findings are from a study of 3,000 US social networking users age 13+ who access at least one social network regularly, conducted by ROI Research Inc. for Performics in October 2009 and April 2010.

Sign up for free to read the full article. Continue reading "Facebook Grows, Others Stagnate; Interaction Levels Steady" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.