A new study from SocialCode is looking at how age and gender affect click-through rates and ‘Like’ rates on Facebook. What the agency found was that for ads with a ‘Like’ button, older Facebook users have a higher CTR while younger Facebook users tend to click ‘Like’ directly within the Facebook ad.
“In general, younger Facebook users are more comfortable using the ‘Like’ button than older users at this point,” said Laura O'Shaughnessy, CEO, SocialCode. “With inline fan ads on Facebook, older users have a high level of interaction and curiosity about the ads as evidenced by their high CTRs, whereas younger users have a higher propensity to click the ‘Like’ button right in an ad on Facebook. We assume that while older users are adopting Facebook at a high rate, they are also the newest subset to join the social network, meaning they may not have high friend numbers so ads are less likely to have social context in advertisements.”
A lot of very actionable information is available within this report.
- While age has a strong positive effect on whether a user will click, it often has the opposite effect on the likelihood of the user becoming a fan of the page.
- When it comes to gender, age has a 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.