Though more than two-thirds (68%) of surveyed Internet users say they use Facebook, only 21% have "liked" a branded page on Facebook, whereas more than one-third have given a thumbs up to other Facebook content* such as wall posts (36%), pictures (37%), and comments (37%), according to a survey from Crowd Science.
More than one-quarter of surveyed Internet users say they have "liked" video content on Facebook, while nearly one in five (19%) say they have not clicked the "like" button.**
Nearly one-third of Internet users surveyed (32%) say they don't use Facebook.
Below, additional findings from a survey conducted by Crowd Science.
Those who "like" branded pages skew younger: 27% of Internet users age 18-34 say they "like" branded pages, compared with 18% of those age 45-64 and 9% of those age 65+.
People with higher education levels use Facebook and the "Like" button less:
- 40% of those more with an advanced (graduate) degree say they don't use Facebook, compared with 27% of those with a high school education or less and 29% of those with some post-secondary education.
- 25% of those with graduate degrees say they use Facebook but don't use the Like button, compared with 16% of those with some post-secondary education and 20% of those with a high school education or less.
Asked about their reasons for "liking" Facebook content (from individuals and brands), most cite showing support (28%) or expressing enjoyment (28%) for the content.
Some 14% of those who "like" brands say they have like items on Facebook because they simply like a brand and 10% want to stay informed. Keeping other friends informed (7%), discounts (6%), and taking advantage of a sweepstakes offer (5%) are less important to online users.
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.
* Refers to content from individuals and brands.
**Respondents were asked "which, if any of the following, have you indicated you like, by clicking the "like" button on Facebook?" Data presented in the chart were provided to MarketingProfs by Crowd Science and are actual responses by percentage of respondents.
About the data: Findings are from a survey of 1,224 Internet users, fielded using the Crowd Science network of sites, June 10-22, 2011. Some 98% of respondents were age 18+.
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