The research is based on the analysis of Facebook application usage data comprising more than 9 million users and 117 million records. Some of the revelations include:
– A small percentage of the users accounted for a large percentage of the activity. For example, only 6% of the users were responsible for 56% of the activity.
– Not all users are in the 18-24 age bracket as assumed: The top 50% of high activity users of the social media app were 32 or older, while the lower app activity users were predominately 32 and younger (80%).
– While females represented the largest group of application users (73%), 54% of the men were more likely to be heavy app users.
– The majority of users (70%) took over 30 days to respond to a gifting request. Acceptance activity picked up after 30 days and continued until 132 days later.
– The most active wall posters are not the most active application users, at least for this app.
“Historically information about patterns in online behaviors has been largely inaccessible and/or unusable,” cited Stephen P. Stuk, Ph.D., Co-founder, Chief Intelligence Officer for BLiNQ Media. “That is not to say that research has not been conducted: There is a growing body of theoretical research in modeling social networks. However, these studies tend to be purely theoretical without use of data. This is the first time that this level of analysis has been done with actual data. The results revealed some surprises.”
“The insight garnered through the research represents a milestone for brand marketers,” commented Dave Williams, CEO of BLiNQ Media. “Awareness and incorporation of these insights in marketing programs will empower marketers and enable brands to thrive in the social network landscape through more effective targeting and optimization of their social media advertising initiatives. In turn, the overall user experience in social media networks could be greatly enhanced.”
BLiNQ Media Web Site: http://www.blinqmedia.com/