Facebook is growing in popularity as a “family” brand, research has revealed.
The social networking site has surged up the rankings from 69th to 43rd overall in online research into more than 100 recognised family brands.
Researchers said the website had “strong” showings in the “socially responsible” and “good listeners” category in the poll of 1,531 people conducted in October.
By comparison, Twitter, the microblog social media site, gained only one place in the rankings from 93rd to 92nd in the 2010 FamilyBrands report, now in its second year.
The findings were revealed by advertising agency Isobel in association with polling organisation YouGov.
The report has been published after Facebook announced in July that more than 500 million people have joined the site, almost 8% of the world’s population. In May, Facebook announced “simplified” privacy settings to appease concerns over safeguarding users’ information.
Tom McJennett, Isobel digital director, said: “As social networks mature, their role and usage is becoming more defined. Enhanced by its more sensible privacy settings, Facebook seems increasingly to be the place to stay in contact with friends and family, and enhance those real world relationships.”
Other findings in the report showed Cadbury had dropped out of the top ten favourite family brands following its acquisition by US firm Kraft, with the chocolate brand falling from ninth to 16th overall in the poll.
Boots knocked Marks & Spencer from the number one ranking.
In the airline category, Ryanair, the low cost airline, ranked in the bottom ten favourite family brands. Virgin Atlantic was voted the top family airline for the second year running.
