By Ken Y-N ( March 24, 2012 at 01:07)
? Filed under Internet, Polls, Society
Recently, Macromill Research took a close look at the usage patterns of 500 Facebook users, a survey that revealed a number of interesting trends. As it?s quite a large survey, I?ll split it into two parts.
Demographics
Over the 16th and 17th of February 2012 500 members of the Macromill monitor group who were current users of Facebook completed a private internet-based questionnaire. 61.8% of the sample were male, 2.2% in their teens, 21.2% in their twenties, 30.6% in their thirties, 25.0% in their forties, and 21.0% aged fifty or older.
One trend that can be seen comparing with last year is that the Japanese users are less concerned about the international nature. I don?t believe one can really ascribe that shift to some change in Japanese society?s view of foreigners, but instead I think it is just a natural shift given that according to Q2, over 60% of the users joined since the start of last year, so now there are more real-life Japanese friends to find.
Research results
Q10: What are the good things about Facebook? (Sample size=500, multiple answer)
| ? | All | Male N=309 | Female N=191 |
| Lots of users from all over the world | 46.0% | 42.7% | 51.3% |
| Easy to find friends because real names are used | 43.6% | 44.7% | 41.9% |
| Information is reliable because real names are used | 38.2% | 41.1% | 33.5% |
| Can easily share information with people | 37.2% | 35.0% | 40.8% |
| Can communicate in real time | 32.4% | 31.4% | 34.0% |
| Can communicate through photos and videos | 31.6% | 26.5% | 39.8% |
| Can communicate easily with just a single click | 29.2% | 27.2% | 32.5% |
| Can link up with Twitter and other services | 22.4% | 23.0% | 21.5% |
| There are corporate, brand fan pages | 11.2% | 11.3% | 11.0% |
| There are powerful but easy-to-use functions | 9.0% | 9.1% | 8.9% |
| Can study foreign languages | 5.6% | 3.6% | 8.9% |
| Other | 3.0% | 2.9% | 3.1% |
Compared with last year, only three categories are less popular; one is linking with Twitter, etc, and the other two are users from all over the world and the ability to astudy languages.
Q11: Have you ever had a problem with a friend request you received on Facebook? (Sample size=500)
| ? | All | Male N=309 | Female N=191 |
| Yes | 42.2% | 35.0% | 53.9% |
| No | 57.8% | 65.0% | 46.1% |
Overall, younger people had more problematic friend requests than olders. There was a selection of reasons listed; more than I expected from my western perspective were ?I?d like to refuse them, but?? I usually just press the Accept button regardless, but then again I?ve got nothing really important on Facebook!
Q12: Which of these do you think break your own Facebook etiquette rules? (Sample size=500, multiple answer)
| Selling stuff | 68.2% |
| Making stuff up, spreading lies | 62.8% |
| Friend requests from people I don?t know | 42.4% |
| Tagging me in photos without asking for permission | 40.0% |
| Someone mentioning I was with them without asking for permission | 39.0% |
| Writing to someone else?s wall | 20.4% |
| Refusing a friend request from a boss, client | 6.2% |
| Other | 3.0% |
Q13: How many corporate, organisation Facebook pages do you regularly view? (Sample size=500)
| ? | All | Twice daily or more users N=127 | Once a day users N=137 | Less than once a day users N=236 |
| None | 46.8% | 37.0% | 43.1% | 54.2% |
| One | 13.6% | 14.2% | 10.9% | 14.8% |
| Two or three | 23.0% | 22.8% | 24.1% | 22.5% |
| Four or five | 10.4% | 15.7% | 13.9% | 5.5% |
| Six to ten | 4.0% | 5.5% | 6.6% | 1.7% |
| Eleven or more | 2.2% | 4.7% | 1.5% | 1.3% |
Q14: Have you ever got interested about a product, service through Facebook, and if so, how? (Sample size=500, multiple answer)
| ? | All | Twice daily or more users N=127 | Once a day users N=137 | Less than once a day users N=236 |
| Saw a friend?s post, share | 31.4% | 54.3% | 31.4% | 19.1% |
| Saw a Facebook advertisement | 19.8% | 26.0% | 23.4% | 14.4% |
| Saw a corporate, organisation?s post, share | 11.8% | 17.3% | 10.9% | 9.3% |
| Through a corporate, organisation?s promotional campaign | 11.2% | 17.3% | 8.0% | 9.7% |
| Other | 0.4% | 0.0% | 0.0% | 0.8% |
| Never got interested in a product through Facebook | 53.0% | 36.2% | 51.8% | 62.7% |
Q14SQ1: What kinds of product, service have you got interested in through Facebook? (Sample size=235, multiple answer, top five)
| Rank | ? | Percentage |
| 1 | Restaurant, delicacies | 33.6% |
| 2 | Ingredients, drinks, indulgences | 26.4% |
| 3 | Everyday use items | 26.0% |
| 4 | Home appliances, computers | 25.5% |
| 5 | Books | 23.4% |
Q14SQ2: What kinds of product, service have you got interested in through Facebook? (Sample size=130, male, multiple answer, top five)
| Rank | ? | Percentage |
| 1 | Home appliances, computers | 36.9% |
| 2 | Books | 26.9% |
| 3 | Everyday use items | 26.2% |
| 4 | Restaurant, delicacies | 24.6% |
| 5 | Music | 22.3% |
Q14SQ3: What kinds of product, service have you got interested in through Facebook? (Sample size=105, female, multiple answer, top five)
| Rank | ? | Percentage |
| 1 | Restaurant, delicacies | 44.8% |
| 2 | Ingredients, drinks, indulgences | 32.4% |
| 3 | Cosmetics, beauty products | 30.5% |
| 4 | Everyday use items | 25.7% |
| 5 | Events, travel | 21.0% |
Q14SQ4: What have you done regarding products, services you got interested in through Facebook? (Sample size=235, multiple answer)
| ? | All | Male N=130 | Female N=105 |
| Looked up the product, service on the internet, etc | 60.9% | 63.1% | 58.1% |
| Shared information with a friend | 25.5% | 24.6% | 26.7% |
| Bought the product, service | 13.6% | 16.2% | 10.5% |
| Went to see the product, service in a physical shop | 11.5% | 14.6% | 7.6% |
| Enquired about the product, service (to a supplier) | 6.0% | 6.2% | 5.7% |
| Other | 0.9% | 0.8% | 1.0% |
| Didn?t take any particular action | 23.4% | 23.1% | 23.8% |
Q15: What personal information do you make public on Facebook? (Sample size=500, multiple answer)
| Real name | 86.6% |
| Gender | 84.6% |
| Age | 69.8% |
| Career history | 60.8% |
| Location of residence | 49.4% |
| Hobbies, interests | 47.8% |
| Face photograph | 37.8% |
| Comment, personal introduction | 28.4% |
| Place of work | 20.0% |
| Contact details | 5.0% |
Q16: Do you worry about making personal information public on Facebook? (Sample size=500)
| No, not at all | 7.4% |
| No, not really | 33.0% |
| Yes, a little | 42.8% |
| Yes | 16.8% |
Q17: How well do you think each of these statements match your character? (Sample size=500)
| ? | Yes | Perhaps | Perhaps not | Not at all |
| I?m one who doesn?t spare any effort | 11.2% | 50.2% | 32.4% | 6.2% |
| I?m a sociable type | 16.4% | 38.6% | 35.8% | 9.2% |
| I have an otaku (nerdy) side | 12.6% | 38.4% | 36.4% | 12.6% |
| I have self-confidence | 6.0% | 38.4% | 41.4% | 14.2% |
| I often jump on bandwagons | 7.8% | 33.6% | 43.6% | 15.0% |
Interestingly, newer Facebook members were less sociable and less nerdy, but more apt to say they frequently followed the latest fads.
Read more on: facebook,macromill research
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