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New Research from Constant Contact and Chadwick Martin Bailey Shows Facebook® Fans More Likely to Recommend a Brand, Buy Products

Posted by Megan McManaman on Sep 12, 2011 9:15:00 AM

describe the imageFacebook fans are more likely to recommend a brand to their friends after they  become a fan themselves, according to a recent study of consumer behavior on Facebook conducted by Constant Contact®, Inc. (Nasdaq: CTCT) and Boston-based research firm Chadwick Martin Bailey. The study also reveals that over half of the respondents are more likely to buy a product from a brand after becoming a fan, and that Facebook is the platform of choice for consumers looking to interact with their favorite brands online, topping both Twitter® and LinkedIn®.

“This really shows that consumers are on the site for a good chunk of the overall time they spend online, and once they ‘Like’ your brand, they are often your fans for good.”

“This data reinforces the need for businesses to be active on Facebook,” said Mark Schmulen, general manager, social media, Constant Contact. “Consumers are not only willing to connect with brands on Facebook, but those that do are also more likely to buy from and recommend brands to their friends. The key is remembering that it’s not just about getting the ‘Like;’ it’s about what you do to keep your fans engaged when they aren’t right in front of you. This means posting content that will both help you to build stronger relationships as well as to compel fans to share your content with their friends. The ability to easily share content across a wide network is what makes Facebook such a powerful referral engine.”

The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed ten key facts:

1) Consumers interact with their favorite brand on Facebook far more than other social networks (tweet this)

2) 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook (tweet this)

3) 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook (tweet this)

4) 52% of those who go online said that they spend at least one hour a week on Facebook (tweet this)

5) 76% of consumers said they have never “un-liked” a brand on Facebook (tweet this)

6) 77% of consumers said they interact with brands on Facebook primarily through reading posts and newsfeeds (tweet this)

7) 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands (tweet this)

8) 58% of consumers said they “Like” a brand on Facebook because they are a customer (tweet this)

9) 45% of consumers said they spend most of their time on Facebook in the newsfeed (tweet this)

10) 69% of consumers said they want to hear from some brands on Facebook more than others (tweet this)

“Two of the more interesting data points that we found were that consumers spend at least an hour each week on Facebook and that 76 percent of consumers have never ‘un-liked’ a brand,” said Kristen Garvey, vice president, marketing, Chadwick Martin Bailey. “This really shows that consumers are on the site for a good chunk of the overall time they spend online, and once they ‘Like’ your brand, they are often your fans for good.”

“The fact that the majority of users never ‘un-like’ a page indicates that most interactions between brands and consumers on Facebook are positive,” said Schmulen. “It not only gives marketers a great opportunity to reach consumers, but it also enables them to build deeper connections with consumers who are likely to amplify positive word-of-mouth online. This demonstrates the importance of not only having a strong presence on Facebook, but also the importance of being active, listening, responding and providing shareable content on a daily basis.”

The full report can be viewed at

To learn more about how Facebook can help businesses, check out the Social Media Quickstarter, Constant Contact’s free online resource to help small businesses get started and successful with social media at

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

About Constant Contact, Inc.

Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships. More than 450,000 small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys. All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support.

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.