Of the 87 percent of Facebook users who ‘like’ brands on the social media site, 50 percent prefer the brand’s Facebook page over the company’s website, a study by Lab42 found.
“Only five years ago, the term ‘like’ was just another word used to describe one’s preferences,” reads the Lab42 blog. “In today’s digital universe, however, the notion of ‘liking’ something has become ubiquitous.
“Liking is one of the primary ways people exert their tastes and preferences online, and it has created an entirely new type of conversation — one between consumers and brands.”
In fact, 82 percent of people polled described Facebook as a good place to interact with brands, while 35 percent feel brands listen to them more on Facebook.
Seventy-five percent said Facebook makes them feel more connected to brands while 69 percent said they have liked a brand because a friend has done so.
Most Facebook users ‘like’ brands to receive something in return such as promos, discounts or free giveaways. Only 14 percent said they clicked ‘like’ out of loyalty to the brand.
Seventy-seven percent of users said they saved money after ‘liking’ a brand on Facebook, with 66 percent saving $20 or more in the previous year and 17 percent saving $100 or more, the report found.
Other findings included:
- 46 percent ‘liked’ a brand with no intention to buy. Of those:
- 52 percent wanted a free item.
- 46 percent ‘like,’ but can’t afford.
- 24 percent ‘liked’ to help friend.
Seventy-three percent of Facebook users have disliked a brand because the brand posted too frequently, they no longer like the brand or because of a bad customer experience.
Forty-seven percent of social media users who don’t like brands said newsfeed clutter was the key reason, while one-third don’t want to be contacted by brands. Three out of 10 say they avoid liking brands because of privacy concerns.
