Facebook users like to get more information than they give on the world's leading social network, according to a small Pew Internet Project study. The question is how Facebook can boost user engagement beyond just power users.
will newly mint many millionaires, but many of the social network's 845 million
users can't be accorded the same largesse.
of Facebook users receive more from their Facebook friends than they give,
according to new information from the Pew Internet Project, which only counted
from a small pool of 269 respondents who agreed to release their activity data.
For example, while
63 percent of users surveyed received at least one friend request, only 40
percent of those users owned up to making a friend request. Also, users clicked
Facebook's ubiquitous Like button on their friends' content on average of 14
times, yet had their content "Liked" an average of 20 times.
evidence? While 12 percent of users admitting to tagging a friend in a photo, a
whopping 35 percent of those users were tagged themselves in a picture.
Finally, users copped to sending nine messages on Facebook while they received
the lead author of the Pew Internet report, called the activity patterns
"fascinating," noting the results are skewed by so-called "power
users" who contribute much more content than the typical user.
users are moderately active over a one month time period, so highly active
power users skew the average," Hampton
wrote in his Feb. 3 report
these power users constitute about 20 percent to 30 percent of Facebook users,
but the striking thing is that there are different power users depending on the
activity in question. One group of power users dominates friending activity.
Another dominates "liking" activity. And yet another dominates photo
learned that users' friends on Facebook tend to have more friends than they do.
The average person in Pew's sample had 245 Facebook friends. However, the
average friend of users in the sample had 359 Facebook friends of their own.
What all of
this means as Facebook prepares to consummate
its $5 billion IPO
, expected to be the largest for a U.S. Internet company
in the history of publicly traded companies, is less clear.
will be a way Facebook can entice some of the non-power users to become more
active on the Website, offering incentives for sharing more information.
Facebook will incent power users to reach out to the more isolated users on the
network. Facebook user brand pages, suggested on the right-hand side of users'
accounts, may certainly help.
will certainly find some way to make money from many of its users via
advertising. The IPO will certainly put pressure on the company to cement its
One thing that
is clear: The network effect remains strong. Pew said some Facebook users with
large, sparsely connected friend lists could reach an average of more than
150,000 other Facebook users through friends of friends. However, even the
average users could reach more than 31,000 people.
some more stats:
On average users make seven new Facebook friends per
month; they initiated three requests and accepted four.
Eighty percent of friend requests that are initiated
Women average 11 updates to their Facebook status per
month while men average six.
More than half the Facebook users in our sample did
not send a private message; 59 percent did receive a message.
On average, Facebook users contribute about four
comments/Likes for every status update that they make.
Less than 5 percent of users hid content from another
user on their Facebook feed.