Like It or Leave It

According to a recent study by Lab42, 87% of Facebook users say they "like" brands on Facebook, and among them 50% say a brand's Facebook page is more useful than its website.



Five years ago, says the report, the term “like” was just another word used to describe one’s preferences. In today’s digital universe, “liking” is one of the primary ways people exert their tastes and preferences online, and it has created a new type of conversation between consumers and brands.

Among those who like brands on Facebook...

  • 82% say Facebook is a good place to interact with brands
  • 75% say they feel more connected to brands
  • 69% say they have liked a brand because a friend has done so
  • Among 82% who say Facebook is a good place to interact with brands, only 35% say they believe brands listen to them

When liking brands on Facebook, most people want something in return, like promos and discounts, and free giveaways. 14% of social media users who like brand pages say they do so out of loyalty to the brand.

Motivators in Liking Brand on Facebook


% of Respondents

Promotions and discounts


Free giveaways


Loyal customer reward


Brand trust




Source: Lab42, September 2012

Top Three Ways Consumers interact with Brands on Facebook

  • Print coupons
  • Like comment on brand page
  • Learn about new products

Source: Lab42, September 2012

77% of social media users who have liked a brand on Facebook say they've saved money after doing so, with 66% saving $20 or more in the previous year and 17% saving $100 or more, says the report.

Nearly one-half of social media users have liked a brand without ever having intentions to buy from them. Among those 46%, more than one-half say they were motivated to like the brand by a freebie, and 46% simply wanted to associate with the brand, even though they couldn't afford the brand's products.

73% of social media users have unliked a brand, citing a high frequency of brand posts, no longer liking the brand, or a bad customer experience as reasons for doing so

Response to “Like” and “Dislike” A Brand

Like a brand but no intention to buy            46%

Of those:

  • Wanted a free item            52%
  • Like, but can’t afford            46
  • Liked to help friend            24

 Disliked brand            73%

 Of those:

  • Brand posted too frequently
  • Stopped liking the brand
  • Bad customer experience 

Source: Lab42, September 2012

Among those social media users who don't like brands on Facebook, 47% cite newsfeed clutter as a key reason, a third don't want to be contacted by brands, and three out of 10 say they avoid liking brands because of privacy concerns:

Don’t Like Brands on Facebook


% of Respondents

Clutter newsfeed


Don’t want contact


Concerned about privacy


Only post things relative to (my) life


Source: Lab42, September 2012

For more information from Lab42, please visit here

2 comments about "Like It or Leave It".
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  1. Maryanne Conlin from RedRopes Digital/4GreenPs, October 8, 2012 at 9:36 a.m.

    Great stats. Interesting the high rate of "likes" versus purchase intent.

  2. Christina Lee from Image Perspective, October 8, 2012 at 1:19 p.m.

    It seems like Facebook is losing Face. This article depicts the greatest part about social media and how it gets interfered with by advertising. 47% of people don't Like brands because it clutters their news stream - yes, now people get it! Social Media should be a trusted space for friends, family and brands - not an advertising portal, not a coupon grabbing ploy. There still needs to be some refining with how adverting is done via social and cluttering your personal space with brand advertising is clearly NOT the solution to brand awareness. Move your audience to your website for advertising, keep it close to "home", meaning, if you're here at my website you want to be here and now I will offer you a deal and show you what services/products I have to offer - this avoids the 'personal social space' and also draws consumers to a trusted space. Trust.

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