Would you ever have imagined that your relationship status determines whether or not you’re likely to use a Facebook app? Me neither! And, the common belief is that the more wall activity a person has on Facebook, the more likely they are to send virtual gifts. Nope. Not true.
BLiNQ Media just released an unprecedented white paper that debunks common assumptions about social media behavior indicating branders may be missing the mark on their “sweet spot” of target users. No one has ever analyzed 117 million records in Facebook and the results are surprising!
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.
Bottom line is what seems like logical conclusions can sometimes be illogical on social networks like Facebook!