The Relationship between Consumer Behavior and Facebook

We spend a lot of time on Facebook. No joke, right? So it should really come as no surprise that companies have turned to Facebook to appeal more directly to consumers. But how much does business marketing on Facebook affect us?  Recently Chadwick Martin Bailey, a custom market research company, teamed up with Constant Contact to conduct a study on the relationship between Facebook and consumer behavior, polling 1,491individuals 18 and older.

According to some of the highlights from the study:

1. 52% of Americans over 18 spend at least an hour on Facebook each week. That 52% can be further broken down into 29% spend 1-5 hours on the site each week, 11% spend 6-10 hours there, 6% spend 11-20 hours perusing the site, and 6% log 21+hours on Facebook each week. That’s a lot of time on Facebook!

2. Facebook ranks first when it comes to people interacting with their favorite brands via social media. They pulled in 34%, while twitter came in with only 4%. Interestingly enough, 59% of people said they don’t interact at all with brands on social media sites.

3. 78% of people who “like” brands on Facebook “like” fewer than 10. The majority of people (33%) only “like” one or two brands on the site. Which tells us what? Apparently we’re picky when it comes to giving out our social media love to brands!

4. Out of the top five reasons for “liking” a brand on Facebook, 58% said it was because they’re a customer. Coming in a close second, however, was to receive discounts or coupons (and by close second, I mean 57%).

5. 77% interact with brands through reading posts, news feeds, and offers posted by the brand. Only 17% of people said that when it comes to brand interaction on Facebook they are silent (meaning they don’t post about the brand, share experiences, or read anything on Facebook relating to the brand).

So what does that say about us as consumers? Social media (and Facebook in particular) are playing a bigger and bigger role in all aspects of our lives. I think it’s safe to assume that those numbers will continue to rise as Facebook gets older and more established, companies get more Facebook savvy when it comes to marketing, and more consumers grow up with Facebook as a regular part of their lives. The full study can be found at the Constant Contact website (

*Author Byline:

Allison once she graduated from college, as it allowed her to combine her two passions: writing and children. She has enjoyed furthering her writing career with .  She can be in touch through e-mail allisonDOTnannyclassifiedsATgmail rest you know.

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