Internet marketing research company ComScore released a white paper this week that detailed which Facebook features receive the most usage and where users interact with branded content. The report showed that:
-27% of Facebook browsing is on the news feed and home page
– 21% of time was spent on profiles,
-17% on Photos,
-10% on applications, and 25% on the rest of the site
The report states that “Most engagement with branded content happens on the news feed, not Pages, yet the average brand in the top 100 Facebook Pages reaches only 16% of their fans per week if they post five days a week”
It is interesting how companies can spend a huge amount of money on Facebook apps yet the above report shows relatively little interaction within this area.
Methodology: The report is based on a two million person opt-in panel of web internet users that agreed to be monitored, so the sample size is ample though it might skew towards savvier, less skittish users.
It is certainly worthwhile viewing the report for additional insights.