The Short and Winding Road: The Path to Purchase for Auto Buyers in Brazil

The path to purchase a vehicle now lasts an average of 6 weeks in Brazil, just half of how long the industry believes it takes for people to buy a car.

And mobile is driving that shift. With smartphones being the most owned and used device,* we see that Brazilians are turning to mobile throughout the path to auto purchase. And there are more than 480 opportunities to reach them on Facebook and Instagram along the way. Read more

How Virtual Reality Facilitates Social Connection

You’re sitting on a train across from someone you’ve never met. You fall into conversation, chatting about everything from your hobbies to relationships to life milestones.

One other detail—you’re wearing an Oculus Rift. The train is virtual, and you and your new acquaintance appear as avatars. How does this affect your level of engagement? Your ability to establish an emotional connection?

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Unveiling the Beauty Secrets of the Modern Asian Woman

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.

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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.

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Measuring Campaign Effectiveness: Making Search Work Harder

With 45% of shopping journeys containing a mobile action1 and people switching devices and channels at will, paid search alone is no longer the most effective method for brands to get discovered or grow within their category. Marketers now know that they need to plan campaigns across digital channels to match where people are spending their time.

To help marketers plan across channels, the Facebook Marketing Science team explored how exposure to Facebook ads can influence people’s search behavior and impact search campaign performance across mobile and desktop. Read on for topline findings from that research and download the white paper for an expanded discussion of our analysis, vertical case studies and what it all means for marketers.

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Priming Across Screens: The Cross-channel Impact of Mobile and TV

From our living rooms to the palm of our hands, screens big and small are giving us the flexibility to access content whenever and wherever we want. While this 24/7 access appeals to consumers, it has complicated campaign planning for advertisers. People can now see the same brand ad on different screens and at multiple times on any given day, whether they are on their mobile phone or watching their favorite TV show.

Facebook wanted to understand the neural impact of preceding an ad exposure on one platform with an ad exposure on another platform (beyond what was attributable to increase in frequency). To study how people’s brains respond to TV ads after seeing that same ad on a mobile phone or on TV, we commissioned Neuro-Insight, a neuromarketing agency in the US. Read more

Discovering New Products in New Places

Dark chocolate-covered blueberries and freesia-infused home fragrances used to be the types of things people would only discover in-store. But today, these types of items—things people didn’t necessarily know they wanted before they went shopping—are on consumers’ radar before they even enter the store. In fact, 50% of core consumer packaged goods (CPG) consumers report that they learn about new CPG products before going shopping.

As consumers spend more time on digital devices, especially on mobile, digital is becoming a leading source of that discovery at a time when there are arguably more new products than ever. How can brands reach people in this competitive world of media fragmentation? Read more

Driving Reach and Efficiency for Entertainment Campaigns

Entertainment marketers have relied on TV to deliver beautifully crafted stories to mass audiences for over 50 years. More recently, digital has joined TV as a place where marketers can reach the people who matter to them. As people increasingly discover content on both TV and digital, marketers who use Facebook to complement TV can extend audience reach and improve the reach efficiency of their campaigns.

Facebook commissioned Nielsen to explore how digital and TV campaigns can complement each other. The study looked at 15 TV, film and console gaming campaigns that ran in the US across TV and Facebook. Findings indicate that entertainment marketers who use Facebook to complement TV can extend audience reach, improve efficiency and target key audiences, such as younger people, who are hard to reach through traditional media channels.

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The Mobile Lives of Millennials in Latin America

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.

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Celebrating Easter Together

Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.

We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.

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