INDIANAPOLIS--(BUSINESS WIRE)--A new study released today by ExactTarget finds that while consumers primarily turn to Facebook to connect with friends and for entertainment, discounts and 'social badging' are the primary reasons consumers 'like' brands on Facebook.
Featured in Facebook X-Factors, a new report by ExactTarget and CoTweet, the survey of more than 1,500 consumers finds that 39 percent of Facebook users who become fans do so to publicly display their brand affiliation to friends – nearly twice as often as consumers follow brands on Twitter and nearly four times more often than consumers subscribe to email communications for the same reason.
“Consumers use Facebook to interact with friends, be entertained and express themselves through their public affiliation with brands - factors that combine to create a potent viral marketing platform,” said Jeff Rohrs, principal, ExactTarget’s research and education group. “By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilize Fans and get introduced to their friends."
Key findings of the research include:
“Facebook provides a unique opportunity for marketers to creatively connect with motivated audiences online,” said Tim Kopp, ExactTarget’s chief marketing officer. “The Facebook X-Factors report provides marketers an exclusive look at why and how consumers use Facebook and how they want to interact with brands.”
Facebook X-Factors is the fifth research brief in ExactTarget’s and CoTweet’s six-part Subscribers, Fans & Followers research series set for release through September. The series provides marketers exclusive insight into how U.S. consumers interact with brands online based on a series of focus groups, interviews and surveys conducted in March and April. For more information about the study, to access an interactive application of the Subscribers, Fans & Followers data or to subscribe to receive future research briefs delivered via email, visit www.ExactTarget.com/sff.
ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s software as a service technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organizations around the world including Expedia.com, Aurora Fashions, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit www.exacttarget.com or call 1-866-EMAILET.