10-year-old Facebook is slowly losing its young user base...but that's OK. Why? Its power is in its indispensability to women, and they make the majority of household purchase decisions. Here's are my survey findings...

1. FACEBOOK’S STAYING POWER:
INDISPENSABLE TO WOMEN
By Hollis Thomases, 5/16/14

2. 2013 FACEBOOK STATS

3. MY THEORY
 While 10-year-old Facebook is no longer a shiny
object and its primary audience has shifted from
college and high school users to more “elder
statesmen,” its true staying power is now in its
adult female audience base because…
 Women tend to be more social than men
 Women like to stay informed with what’s going on
with their social circles and other social circles
around them
 Women are the social planners of the household
 Women still lead the daily management of family life,
including children and purchasing decisions

4. TESTING THE THEORY

5. YOUNGER FACEBOOK USERS STRONGEST
FRIEND-CENTRIC

6. “FRIENDS” MAY BE THE CLEAR
WINNER, BUT LET’S LOOK
BEYOND…

7. FAMILY IS MORE IMPORTANT
TO OLDER & NORTHEAST RESPONDENTS

8. MONITORING KIDS EQUAL AMONG
35 – 54 YEAR-OLDS & NOT MIDWEST

9. VERY FEW RESPONDENTS VALUE BRAND
OFFERS AS A TOP REASON…BUT 25-34 YEAR-
OLD, MIDWESTERNER, SUBURBANITES VALUE
IT THE MOST

10. LIFE MANAGEMENT
By offering this option, I
meant to explore how
dependent upon Facebook
women might be for
activities such as
arranging/following after-
school obligations, school
communications, social
events, etc, some of which
are now only
communicated by
Facebook. This aspect may
require more clarification
and deeper analysis.

11. RESPONSES BY INCOME LEVEL

12. “FANS OF FRIENDS” DON’T VARY MUCH
ACROSS INCOME SPECTRUM

13. “FAMILY FANS” SKEW WEALTHIER

14. “BRAND FANS” SKEW WEALTHIER

15. “FACEBOOK MAY BE A CURRENT MEDIA
DARLING AND THE #21 GLOBAL BRAND, BUT
THE MAJORITY OF ITS AVERAGE USERS AREN’T
ON IT TO INTERACT WITH BRANDS, AND
THOSE THAT ARE HAVE MONEY AND SEEK
OFFERS.
IF YOU’RE GOING TO ADVERTISE ON
FACEBOOK, GIVE PEOPLE WHO ARE THERE
FOR YOU WHAT THEY WANT: SOMETHING
SPECIAL OR PROMOTIONAL.”
HOLLIS THOMASES, MAY 2014

16. HOLLIS THOMASES – CLIENT DIGITAL ADVOCATE
A highly-driven subject matter expert, Hollis
has a passion to deliver unbiased, simplified
information and advice to allow businesses to
make better decisions about how to spend
their dollars and resources.
In 1998, Hollis Thomases founded her first
company, Web Ad.vantage, a provider of
strategic digital marketing and advertising
service solutions for such companies as Nokia
USA, Nature Made Vitamins, Johns Hopkins
University, ENDO Pharmaceuticals and Visit
Baltimore. Hollis has been an regular expert
columnist with Inc.com, and ClickZ and
authored the book, “Twitter Marketing: An
Hour a Day,” published by John Wiley & Sons.
Hollis also frequently speaks at industry
conferences and association events.
Hollis Thomases graduated from Cornell
University with a BA in Social Relations. You
can find her in the Twittersphere
@hollisthomases, on LinkedIn, by email or
by old-fashioned phone: +011-484-679-6364.