comScore has recently released an interesting insight – Heavy Facebook users tend to spend more online.
It was found that Facebook addicts spent $67 in the first quarter of 2010 while non-visitors spent just $27, a drastic $40 gap. This study captured our attention as it highlights several possibilities which Facebook and advertisers could exploit.
As a guess, the social-networking giant could offer ad targeting based on users usage intensity. The higher the intensity, the more advertisers would have to pay.
On the other hand, advertisers could also spend their resources on applications where users spent most of their time in. Addictive games like Farmville could be a great avenue to place ads.
This study also supports Zygna’s upcoming “on-game” ads approach, where ads are featured as part of the game’s bonus to earn extra virtual currencies. No matter how we interpret the statistics, Facebook as an advertising platform seems really positive.
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