Crowd Science’s Facebook Study: People Most Often Click Like to Show Support and Enjoyment

“Like us on Facebook!” is a common Facebook marketing catch-phrase, but it’s not getting the biggest reaction among users, according to a new study by social analytics company Crowd Science out this week.

Facebook brand Pages have been Liked by only nine percent of the users surveyed. Instead, the most popular reasons users Liked a Facebook page were “because I wanted to show my support” or “enjoyed what was being said or shown.” Which makes sense. People naturally want to show what they care about as part of their identity on Facebook, just like they do in the rest of their lives.

Along with the relatively low interest in Liking brand Pages, only six percent of those surveyed Liked Facebook pages for deals and sweepstakes.

As the age of the user increases, the interest in keeping abreast of product offers and company activity decreases, according to the study. Only one percent of respondents 65-years or older were reported to have Liked brand items to keep informed about the brands.

But no single type of Facebook feature has attracted ’likes‘ by more than 20 percent of all Facebook user activity, according to the survey respondents in the study. Wall posts, pictures and comments led the ’likes‘ list, each having been Liked by 16 percent of respondents, consistent across all age and gender groups.Those who have Liked marketers Pages skew younger, according to the sample of 1,224 random respondents gathered in June 2011. When we asked whether older users, 65 and older, were commenting instead of Liking, they didn’t have this information. With the upcoming Timeline layout, we’ll see if the more aesthetically engaging interface encourage more likes, or if the Liked button is just not a natural click for users.

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