Don't expect Facebook users age 50+ to "Like" a product or service in an ad, but do expect them to click through to the landing page or Web site, according to a new study.
The study from SocialCode... shows that for ads with a "Like" button, older Facebook users tend to click through to the Web site, while younger users tend to "Like" something in the Facebook ad. Consumers age 50 and older, the oldest segment in the study, are 28.2% more likely to click through and 9% less likely to click "Like," compared with those ages 18 to 29, the youngest group monitored.
Think about the goals of the brand. If the brand appeals to younger men, and the marketer wants to build up a Fan base, (the study) suggests deploying the "like" technology. When doing that know a more mature female audience will not likely respond to this type of ad, she said. Age influences CTRs for women much more than men.
It may take longer for the older audience to become comfortable with this technology. They seem to take more time and consider the offer before acting on it."
Read more here
