For 1 in 4 Asian women, a typical morning routine involves the daily application of 16 beauty products to their face that average a total product cost of US$229.
Interested in what drives this and other beauty habits, Facebook IQ commissioned TapestryWorks to survey 4,158 and interview 64 women in Indonesia, Japan, Malaysia and South Korea. These respondents provided insights about their beauty regimes in the cultural context of living in their respective countries, and then our experts enriched the study with Facebook and Instagram behavioral data.
We found that while women in these markets share similar beauty goals, their visions of beauty vary widely. We also found that Asian beauty shoppers like to experiment with new or alternative looks—and most are still on a quest to find their perfect beauty match. Although many visit the beauty counter, nearly 40% ultimately make their purchase online or on mobile.
When Lunar New Year arrives, homes fill with the smells of holiday meals and the sounds of people reuniting. Children receive their red money envelopes, and the whole family shares symbolic food and gifts to welcome a new phase of the lunar calendar.
To explore how technology is adding a modern twist to Lunar New Year traditions across five markets in Asia, Facebook IQ commissioned Ipsos to survey 2,540 people in Hong Kong, Singapore, South Korea, Taiwan and Vietnam about the holiday. We also analyzed Facebook and Instagram data. Read more
From leaving the nest to getting that first job, finding “the one” or having a baby, no generation is moving as swiftly through critical life stages as Millennials. Read more
When it comes to digital campaigns, advertisers tend to lead with “Buy Now” messaging. But is the traditional direct-response approach the most effective way to reach people on digital? Not necessarily. Advertisers are beginning to evolve how they approach their digital marketing strategies, embracing techniques—like storytelling—that have been used successfully in driving business results on other channels (TV, print, email, search, etc.).
Many of us consider our mobile phone to be our lifeline to the world. Home to essential apps, appointments, messages, music, names, numbers and notes, our mobile devices connect us to the people and things that matter most to us.
At some point, many of us will be faced with the challenge of losing our phone. But that moment of misfortune also has the potential to be wonderful—a chance for people to remember that they are cared for, that help is always close at hand and that life can be surprising and delightful.
Ramadan is a time to connect with friends, family and faith. It is a moment of oneness as people around the world fast, feast, reflect, shop and celebrate together. And from Malaysia to Morocco, mobile and Facebook are increasingly prominent in Ramadan festivities.
At a global level (looking at data for 15 markets), we uncovered several overarching trends across countries: People are celebrating on Facebook, most are connecting on mobile and many are sharing photos during the festivities. And people ages 18–44 are driving most of the conversation.
Millennials in Mexico, Colombia and Argentina are making it a priority to stay connected. Whether that means toggling between devices or checking Facebook first thing in the morning and last thing at night, many are willing go that extra mile. And as the world’s first generation of digital natives and the largest generation, by population, in Latin America, Millennials are a driving force in the region’s evolving mobile landscape.
To illuminate the most important shifts, Facebook commissioned a study from global media analytics expert comScore. We explored how and why Millennials (defined as people ages 13–34 in this study) connect across the 3 most populous Spanish-speaking countries in Latin America. We found that mobile is now clearly the first screen for Millennials in Mexico, Colombia and Argentina—and that there are interesting (and actionable) differences in the ways Millennials in each country access and use mobile.
Despite its reputation for relaxation, summer has a funny way of making us do things.
In fact, looking at how people in 21 countries celebrate the season, we found that summer might actually be the ultimate call to action.
For today’s teens and young adults, image is everything—particularly when it comes to how they communicate.
Take it from Aria, a 22-year-old from Canada: “People don’t really want to read through text all the time … they just want to see it visually. It’s more appealing.”
People look to visuals not just to learn what others have to say but also to express themselves, making images essential in today’s universal language. And Instagram, a visual member of the Facebook family of brands, is where people fluent in that language come together.
People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.
As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.