While propensity to click-through on Facebook is positively correlated with age, writes Marketing Charts, propensity to like is not. Age has a strong positive effect on whether a user will click, but has a less pronounced opposite effect on the likelihood of them becoming a fan of a page.
Fifty-plus-year-old users, the oldest segment in the study, are 28.2% more likely to click through and 9% less likely to like than 18-29-year-old users, the youngest group observed. Compared to the rest of the younger population, 50-plus users see a 22.6% higher CTR and 8.4% lower like rate.
Laura O'Shaughnessy, CEO, SocialCode, observes that "... younger Facebook users are more comfortable using the 'Like' button than older users at this point... (though) older users have a high level of interaction and curiosity about the ads... (but) are also the newest subset to join the social network... "
When broken down by gender, age has a much more pronounced effect on CTR for women than it does for men, whereas for men there is a stronger effect on 'Like' rate than women:
To read more from Social Code on Business Wire, please visit here.
Sorry but I really hate these opaque metric studies. You fail to give a base line for these. Why are the actual click through rates stated? Is it because they are so low it would mean this data is useless? Unless you give that info there is no way to know.
I am pretty sure the click rates are so low they are technically zero. I know Facebook Ads have a 50% less CTR than traditional digital ads which already was very low at 20 clicks per 10,000 page views which is zero LOL