A recent research report by eMarketer and Morpace found that a Facebook friend referral makes two-thirds of US Facebook users more likely to purchase a product or visit a retailer. Fan pages are used by 41% of US Facebook users to display their favorite products.
37% of people joined a fan page due to coupons and discounts. Users were fans of an average of nine pages.
White Facebook users were least likely to become a fan of brands and retailers, while Hispanics had the greatest propensity to become fans in all the categories studied. One-half of Hispanic respondents said Facebook was a good tool for researching new products, compared with 46% of Asians, 44% of African-Americans and only 31% of whites.