Hitwise: More than 50% of adult Internet users in the United States regularly use Facebook

In the United States, more than 50% of adult Internet users regularly use Facebook, making the Facebook network a unique source of value for marketers.
Facebook is contributing traffic to many websites. Advertising and marketing on the Facebook platform can contribute high-value traffic to the target website of an advertising campaign. According to Hitwise's monitoring data, the traffic brought by Facebook to downstream websites accounts for about 5% of the total Internet traffic click-through traffic. (In China, the traffic brought by search engines to their downstream websites is about 15% of the total Internet clicks)

The study also found that these fans are more active than ordinary website users. The visit rate of advertisers' Facebook fans to the official website is 5 times that of non-fans. The average number of visits is about 2 times.

In marketing activities, not all activities can achieve good results as expected. Advertising marketing on Facebook platform is also different in different industries and countries. From the industry perspective, in 2011, the conversion rate of activities in the fast-moving consumer goods industry was the best (58%), followed by the retail industry and dating, with conversion rates of 49% and 45% respectively. In different countries and markets, the conversion rate of advertising marketing on Facebook platform in 2011 was the highest in the US market (52%), followed by Spain and Germany, with conversion rates of 50% and 46% respectively.