UPDATE: 17% of Facebook and 37% of Twitter Users Are More Likely to Buy From a Brand They Like or Follow

// UPDATE / CORRECTION:  Embarrassingly, we inverted the results from a key chart in the report in our original post.  The original headline read “49% of Facebook Fans More Likely to Buy” — that is actually the percentage of respondents who disagree with that statement.  We have corrected the data in this post, and we apologize for the error. //

Email marketing services provider ExactTarget has released report #6, titled “The Collaborative Future,” in their “Subscriber, Fans and Followers” research series, which is based on quantitative and qualitative research conducted March – April 2010 across a panel of 1,506 U.S. consumers.  The report compares the behavior of email subscribers, Facebook fans and Twitter followers, and offers advice on how marketers can most effectively engage across all platforms.

Nearly half–49%–of Facebook fans say they are more likely to purchase from a brand they Like.  32% of Twitter followers agree with this statement.  Twitter followers are most likely to agree that they are more likely to recommend a brand they follow.

CORRECTION:  37% of  Twitter followers agree that they are more likely to purchase from a brand they follow, while 17% of Facebook Fans agree with that statement.  Twitter followers are also more likely to recommend a brand they follow — 33% agree with that statement, vs. only 21% for Facebook.

Email subscribers are most likely to be motivated by discounts, promotions and “freebies.”   Facebook fans are looking for discounts, too (40%), but an equally high percentage are simply looking to show their support of a brand to others.  Twitter followers are most motivated by information: 38% say they follow brands to get updates on future products.

Email Subscriber Facebook Fan Twitter Follower
More likely to purchase from a brand 32% 49% 32%
More likely to purchase from a brand 27% 17% 37%
More likely to recommend a brand 24% 21% 33%
Motivations for becoming a subscriber, fan or follower: Email Subscriber Facebook Fan Twitter Follower
Receive discounts & promotions 67% 40% 31%
Get a “freebie” 55% 36% 28%
Get updates on future products 45% 33% 38%
Stay informed about the co. 28% 34% 32%
Fun and entertainment 29% 29% 26%
Show support for the co. to others 11% 39% 23%
Learn about products & services 28% 21% 25%
Get access to exclusive content 33% 25% 25%
Someone recommended it to me 17% 22% 14%
For education about co. topics 22% 13% 14%
To interact (eg provide feedback) 14% 13% 20%

To download the full report, along with others in the series, follow this link: http://email.exacttarget.com/sff/index.html.

330 COMMENTS

  1. Thank you for attaching this report, it’s great!

    I just wanted to bring it to your attention that the stats presented in your article are not correct. 49% of Facebook fans are “NO” more likely to purchase after becoming a fan of a brand. 32% of Twitter fans are NO more likely to purchase after becoming a fan.

    Thanks again.

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