Age, Gender Contributes to Likes Versus Clicks Debate

Facebook agency SocialCode found that younger consumers tend to click the social media platform’s “Like” button more often than their elders, who are more likely to click on a Facebook ad. The findings are mainly due to the premonition that younger Facebook users tend to be more comfortable with social media.

The study analyzed Facebook ads for 50 SocialCode clients over a 10-month span ending in August. It found older consumers’ (50-years-old and up) clickthrough rates for Facebook ads increased 0.033 percent in that time period, whereas the ad clickthrough rate was 0.026 percent for consumers between the ages of 18 and 29. However, once older consumers click on a Facebook ad, they’re then more likely to like the brand.

Here are some more results from the study:

  • 18-year-olds to 29-year-olds and 40-year-olds to 49-year-olds click like 40 percent of the time;
  • consumers between the ages of 30 to 39 have a like rate of 38 percent; and
  • only 36 percent of users over the age of 50 click the like button.

Not only is age a factor, but gender plays a role in whether a consumer will click on a Facebook ad. The study revealed that women are more likely to click on an ad on Facebook. However, both men and women are equally as likely to like a brand after they’ve clicked on an ad. The average ad clickthrough rate for women is 0.029 versus 0.026 for men. Among those who clicked on a Facebook ad, 39 percent of women liked the brand versus 38 percent of men.

Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the Web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. The publication was acquired by Adweek in September 2020.
Publish date: September 15, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT