ComScore Examines How Europe Interacts With Facebook

Social statistics tracker ComScore recently released the latest Power of Like report, this one examining how Europeans use Facebook and other social media sites. The paper notes that in the United Kingdom, France, and Germany, 32 percent of users’ Facebook time is spent on the news feed page.

If the report sounds familiar, it should. Just last month, ComScore released The Power of Like 2, studying how Americans interact with social media.

Mike Shaw, Comscore’s director of marketing solutions, commented on what the statistics in the paper mean to advertisers and any company trying to grow its European Facebook reach:

The findings from this study offer several valuable insights to brand marketers and advertisers who want to better understand the marketing effectiveness of their paid and earned media campaigns on Facebook. With a framework for measuring the value and impact of paid and earned media campaigns, brands will gain the insights needed to optimize their social marketing efforts. While every campaign is unique and may vary in its ultimate effectiveness, this research demonstrates how Facebook marketing can be effective in reaching consumers and influencing their actual purchase behavior.

Some other interesting points of data from the paper:

  • The time spent social networking in Europe continues to grow at a healthy pace of 17 percent year-over-year.
  • European retail brands such as ASOS, H&M, and Zara have the ability to disseminate marketing messages to up to 44 friends of fans for every fan the brand has on Facebook.
  • Using an exposed versus control test, Facebook paid advertising generated a 130 percent uplift in purchase behavior on the ASOS website in the four weeks following ad exposure. Using an exposed versus control test, Facebook paid advertising generated a 130 percent uplift in purchase behavior on the ASOS website in the four weeks following ad exposure.
  • 86 percent of ComScore’s top 100 e-retailers in Europe have established Facebook pages for their brands.

Readers: Where do you spend most of your time on Facebook?

Image courtesy of Shutterstock.

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