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

The average value of a brand fan on Facebook in key consumer categories increased to $174 in 2012, from $136 in 2010, according to a new report from Syncapse

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.

Sign up for free to read the full article. Continue reading "Average Value of a Facebook Brand Fan Increases 28%" ... Read the full article

Subscribe today...it'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.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Social Media Articles

You may like these other MarketingProfs articles related to Social Media: