36 Percent of Facebook Fans Unsubscribe From Brand Fan Pages
By Anna Johnson on October 13th, 2010Research by DDB Worldwide and Opinionway indicates that over a third of ‘fans’ (36 percent) ‘unfan’ or unsubscribe from Facebook fan pages set up by brands.
Based on a study of more than 1,600 consumers in Europe, the U.S., Latin America and Asia Pacific, DDB Worldwide and Opinionway also reckon this unsubscribe rate could increase as Facebook markets mature, or as brands fail to communicate with the right frequency or to deliver quality, interesting content.
Said Catherine Lautier, Director of Business Intelligence at DDB:
“Fan status is indicative of high purchase intent, especially when compared to any traditional form of advertising, and is an even greater predictor of advocacy with over 90 percent noting that being a fan has a positive impact on recommending a brand to friends.
“But unsubscribers, at 36 percent, are something to watch out for. And though the majority of fans now unsubscribe by deleting a brand from their friends list, brands, when trying to measure the value of their community, are going to need to be more mindful of those who just hide the brand’s message in their newsfeed.”
