An overwhelming 83.6% of users are unwilling to pay to use Facebook’s promoted posts feature that guarantees an important post is seen by friends, according to Sterne Agee in October 2012 survey results. Another 11.5% would pay $1 or less, and only 1.2% would pay more than $5, suggesting that Facebook faces an uphill battle in getting any traction from promoted posts, and that this feature might be more of a commercial opportunity for Facebook among brands and advertisers than among users.
Facebook also appears to face an uphill climb with its new “Gift” feature (introduced in September): 55.1% of respondents said they would be not at all likely to purchase and send a physical gift item (e.g., chocolate or gift cards) using the feature. Another 45% would consider using the feature, but only 5.3% are very or highly likely to use it. The researchers view this not as a failure, but, as a fairly new and unrealized opportunity for Facebook. Read the rest at MarketingCharts.
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