Last year, 68% of Americans using social networks said that none of those networks had an influence on their buying decisions. This year, just 36% said that there was no influence. Now, 47% say Facebook has the greatest impact on purchase behavior (compared to just 24% in 2011).
If this is any indicator, Facebook has an opportunity here. While their owners likely do, Fluffy and Fido don’t have an active credit card to use and make those impulse buys from the ads displayed on Facebook, nor are they carrying a mobile device. As such, these additional pet accounts may be perceived as less valuable to advertisers. Although, many pet profiles have hundreds, and perhaps more, followers. For instance, in 2010 the New York Daily News reported Bruno the Brussels Griffon had close to 500 friends on Facebook shortly after his new owners created a profile for him to share the news of his new home. Last year it was reported by Mashable 1 in 10 pets in the U.K. had a social network profile. Despite the popularity of pet profiles, going forward Facebook won’t be the network for pets to flock to for their socializing needs. Escapist Magazine notes Facebook isn’t totally kicking pets off the network though, users are free to set up pet pages, but must be in the form of a fan page rather than as an actual user profile. While Facebook is approaching 1 billion members in its member base, the company’s performance has not been doing so hot on the stock market. Friday’s close was $19.40, roughly half of its IPO price when the company went public in May.