Moving at a Mobile Minute

2016 was the first year that Facebook saw more mobile conversions than desktop conversions for the entire Holiday Season.1 The upswing in m-commerce started on Black Friday, with the mobile portion of online transactions growing by 55% year over year. And it continued throughout the Holidays, with mobile making up 51% of total online transactions—more than a 10 percentage point increase compared to what we saw during the 2015 Holidays.2

What does this mean for marketers now and in preparation for the year ahead? In short, when it comes to shopping, the thumb is in charge, and it’s up to marketers to move at a mobile minute to keep up with where people are. Read more

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.

Download the digital magazine

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.

Read more

More Than a Message: Messaging Means Business

You’re on your way to the airport. You receive your boarding pass, review your car rental, check the latest news and send flowers to your hosts. And you do it with near-instant speed and all in one place—using a single messaging app.

See our interactive infographicIn this second blog post in our “More Than a Message” series, we focus on people’s growing global preference for messaging businesses. Findings are based on a Facebook-commissioned Nielsen study (around how and why 12,500 people across 14 markets use messaging apps) and global Facebook data that offers a unique glimpse into the recent behavior of the more than 1 billion people who use Messenger each month.

We learned that messaging is unlocking more powerful and personal connections between people and businesses than ever.

Read on to learn how.

 

Read more

American Beauty Buyers: A Closer Look at Millennials and Gen X

Nearly 1 in 2 surveyed Millennial and Gen X beauty buyers* in the US are still looking for the beauty style and products that work best on them.1

Where are they looking? Not just magazines, stores and TV anymore. Digital is now a main channel for beauty purchasers, with mobile leading the way. Indeed, beauty accounts* on Instagram attract over 20 million unique followers in the US.2

As they search for and discover beauty products across channels, the opportunity to connect with these women is massive. In 2015, beauty product sales reached $80 billion in the US.3

Read more

A Mobile Decision: How US Students Return to Higher Education

The decision to pursue higher education isn’t just for students about to graduate from high school. It can happen at any time, in any place. And increasingly, it’s happening in later life.

Indeed, college enrollment for students between the ages of 25 and 34 increased 52% between 1998 and 2012 in the US, and is projected to increase by another 23% by 2023.1

As college enrollment rises for returning students, mobile usage is rising consistently across generations. So much so that we got to thinking: What’s the role of mobile devices in a modern student’s higher education decisions? Read more

Modern Loyalty: Love in a Time of Infinite Choice

They say brand loyalty is dead. They say Millennials are to blame. Or maybe constant connection is exposing people to more choices than ever before. What we do know for sure is that brand loyalty still matters.

And it’s anything but dead. Indeed, it’s actually thriving with rich opportunity for brands.

Facebook IQ surveyed 14,700 adults in the US, taking a look at the state of loyalty today in five verticals: Auto Insurance, Airlines, Hotels, Grocery and Restaurants. Read more

45up: Looking Forward to “Rewirement”

It’s 6pm in Milan and Maria is blogging about her life and passion for food before getting ready for a dance class. 397 miles away in Paris, Julien prepares to pitch a new business idea as he uploads photos of the street art he walked by on the way to a meeting. Meanwhile, on a cold and blustery day in London, Anita plots her next big adventure while messaging a friend she met at a detoxing retreat in Thailand. Read more

Putting Creative Pre-Testing to the Test

Watching TV on a laptop, streaming live video on a phone and reading news headlines on a tablet are just a few of the ways people consume media these days. And no matter the channel, marketers want ad campaigns that reach their audience and make an impact.

As advertisers continue to shift more budgets to digital, and to mobile specifically, there is a need for rigorous creative evaluation. According to an Ipsos study, creative quality determines 75% of impact as measured by brand and ad recall.1 Read more

Reach and Frequency Dynamics: Smarter Planning, Greater Impact

 

reach_and_frequency_graphics-03

 

Facebook Marketing Science and Facebook IQ recently explored how efficient planning can move business objectives in “Reach Matters: Driving Business Results at Scale” and “Effective Frequency: Reaching Full Campaign Potential.” This research took our understanding of the value in reach and frequency planning a step further and showed how actionable planning can lead to impactful results through Facebook and Instagram’s people-based marketing and measurement.

Read more

45up: The Age of Empowerment

“The longer I live, the more beautiful life becomes” renowned architect Frank Lloyd Wright once remarked. Growing older yet feeling younger, age is becoming just a number. With each passing year, people are showing no signs of winding down. In fact, they’re winding up — starting new businesses, (re)discovering their passions, and indulging their thirst for wanderlust. Read more