Facebook mobile users soar 20%- woos advertisers with ‘beach reach’

Jul 18, 2013 | CPG, Facebook marketing, FMCG digital marketing food and beverages, Mobile, Online advertising, Social media

Faceboook saw mobile visitor numbers from the US and UK increase by some 20% during June this year, as the social network looks to woo more mobile advertisers during the summer months as people access their smartphones outside in the hot weather. Citing its own internal figures, Facebook claimed that its mobile advertising revenue is […]

Faceboook saw mobile visitor numbers from the US and UK increase by some 20% during June this year, as the social network looks to woo more mobile advertisers during the summer months as people access their smartphones outside in the hot weather.


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Citing its own internal figures, Facebook claimed that its mobile advertising revenue is gaining momentum and accounted for 30% of its’s overall ad revenue in the first quarter.
On Thursday, the social network said that its mobile monthly active users had increased by 18% in the US and by 22% in Britain in June compared with the previous year.
Facebook mobile stats:
• Facebook mobile monthly active users increased by 22% in the U.K. YoY, and as one of the most used apps by time spent
• People open the Facebook app maybe 10-15 times per day.
o 751 million people are using Facebook on mobile, up 54% versus last year.
o Approximately 82% of our monthly active users are outside the U.S. and Canada
o In March 2013, on average, 665 million people accessed Facebook each day, up 26% year-over-year and representing 60% of the 1.11 billion people who used Facebook during the month.
• People choose to proactively to engage with Facebook, in unprecedented numbers, while disengaged from TV in particular:
o On Facebook, as of May 2013, there are around 4.75 billion content items shared daily and 4.5 billion Likes
o More than 350M+ photos are uploaded per day on average to Facebook
o More than 10 billion messages are sent each day in total on Facebook
“We see this as a fantastic opportunity with empirical evidence of people staying engaged on mobile phones and using Facebook,” James Quarles, regional director for Britain and Southern Europe, said.
“As people are away and on holiday, it provides a different opportunity for brands to think differently about Facebook. When people are that engaged, checking their Facebook 14 times a day, if advertisers can deliver the right message to the right audience you can really see some business impact,” Quarles said.
‘Reaching the beach’
As the US and US both experience high tempertaures, Facebook added that its reach extends to the beach.
In particular, Bournemouth leads all UK beaches with the most Facebook check-ins for the months. Even when they’re getting away from it all, Britons love to stay in touch with their friends.
Messaging was the most popular activity for UK mobile users.
In the US, Santa Cruz is the most popular beach for people on Facebook, who more than anything like to ‘like’.
This equates to a massive opportunity for savvy brands that are looking for new ways to connect with customers and reach people on the beach.
“Being reactive to the weather and events allows us to create richer conversations with our fans,” explains Pimm’s Assistant Brand Manager Kim Araneta. “For example, we recently saw amazing engagement on a Page Post during Wimbledon on the day of the men’s final. We were able to quickly boost it with paid media and it reached almost 2 million people in their news feeds in just two days. The platform’s flexibility, combined with huge reach and high mobile usage gives us a unique and effective way to reach consumers at key summer moments.”

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