Selling on Facebook

(Photo: Bloomberg)

Canada's 1.5 million Facebook addicts* differ from the rest of us—and in ways that make them an appealing target market.

Hard-core Facebook users are far happier to be marketed to than most folks are: 49% agree that "I am open to receiving relevant marketing messages through social media," versus 21% of the general population. (Except as noted, all data are from Environics Analytics and Delvinia's 2012 database, the AskingCanadians Social Media PRIZM_C2Link.)

And if you develop a Facebook presence, the site's biggest devotees are far likelier to engage with your brand: 69% of hard-core users have interacted with six or more brands via social media in the past year, versus 19% of all Canadians.

Think again if you believe social media is no way to reach older Canadians, because 22% of Facebook fiends are aged 55 and up. Although heavy Facebook users do skew younger on average, their affluence defies their age, with average household income of $93,000—11% above the national mean. This reflects the fact that 51% have at least some post-secondary education, versus 43% of all Canadians.

Facebook addicts spend more heavily on family-centred goods and services, technology and recreation. Print Measurement Bureau data show that they're more likely to buy products online, including movies, books, cosmetics, toys and games. They're also easiest to reach online, because they're only in the middle of the pack for time spent with TV, radio, magazines and newspapers. And they're likelier than average to agree that other cultures have a great deal to offer us, and to be keen to escape from the stresses of daily life—insights to consider ­factoring into your Facebook creative.

* They spend at least four hours per week on facebook and do each of the following at least weekly: read their news feed; answer messages; comment on or like other users' posts, photos or status updates; and like or become a fan of a page for a brand, company or organization.