Journeys of Connectivity: How People in Sub-Saharan Africa Come Online

Each month, across Sub-Saharan Africa, more than 95 million people access Facebook, with 97% on mobile.1 And as the number of people on Facebook in the region continues to grow, we wanted to better understand people’s journeys of connectivity.

Facebook IQ commissioned D3 Systems to conduct an in-person survey among a nationally representative sample of 6,089 people ages 18+ (along with in-depth interviews and ethnographies) across three of the most populous Sub-Saharan markets: Kenya, Nigeria and South Africa. Read more

Why Creativity Matters More in the Age of Mobile

Mobile has not only ushered in a new era of consumption for people, it’s given marketers a new canvas to tell stories. So why, then, are marketers building for mobile under the constraints of briefs and media plans built for other mediums, like TV and print? How can we as an industry break conventional norms and redefine storytelling and campaign planning now that the thumb is in charge?

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My Show on My Schedule: How Streaming Has Changed the Game

Only a few years ago, “watching TV” meant just that: going home, turning on the TV and flipping through channels. More recently, what it means to watch TV has changed, as more and more people cut their cable subscriptions1 in favor of streaming services available across devices.2

Facebook IQ wanted to understand how people’s behaviors are changing as a result of these emerging media platforms. We explored how people on Facebook engage with and talk about their favorite content, and we conducted a survey of frequent TV watchers to understand what people want from content providers. Read more

Moving Pictures: The Persuasive Power of Video

Why is mobile video skyrocketing around the world? It may be that our eyes just can’t look away.

Through a biometric analysis of how people in the UAE and the UK consume content in their personal mobile feeds,* we discovered that people gaze 5x longer at video than at static content on Facebook and Instagram.1
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People-First Media Planning: Advancing Incremental Reach

Reaching your audience where they are and where they are going means placing people—not devices—at the center of your cross-channel strategy. So is planning against media siloes a thing of the past? Facebook researchers Georges Augue, Richard Bussy and Stefano Cirillo discuss the importance of moving beyond device-led strategies.  Check out excerpts of our conversations with each about learnings from recent country studies: Read more

The New Mobile Primer for Beauty

Mobile devices and the visual web are making beauty more transparent and accessible than ever before. With that, real women are rewriting the rules of beauty and shaping trends in equal measure alongside big beauty brands and esteemed beauty experts. Today, our beauty inspiration not only comes from runways and glossy-magazine spreads, but from a friend’s selfie, a blog on this season’s hot look or a time-lapsed “how to” video on the latest make-up trick. And, the once linear path to purchase is much more complicated—Facebook data reveal that 34% of beauty and personal care purchases took place on mobile during Holiday 2015. Read more

Capturing Attention in Feed: The Science Behind Effective Video Creative

Every second on mobile matters. From the palm of our hands, we’re consuming and recalling more content faster than on any device ever before. According to Fors Marsh group tests, it takes only 0.25 seconds of exposure for people to recall mobile feed content at a statistically significant rate.1 And in News Feed on Facebook, we’re seeing people spend, on average, 1.7 seconds with a piece of content on mobile compared to 2.5 seconds on desktop.2 Read more

The Tender Side of Tech

Whether it’s a brother using a laptop to “blow out” birthday candles or a long-distance couple sharing a weekly virtual date, people are using technology in surprising new ways to nurture and share their bonds of love.

GIF04-Reinventing-Rituals-v05-250pxIn a study of how technology is reinventing rituals for people around the world, Facebook IQ commissioned insight and innovation experts Crowd DNA to consult experts, interview influencers and survey people in Nigeria, South Korea, the UK and the US (data are on average across the countries). In this second post in the Tech Transformations series, we focus on how technology is helping people create new and different expressions of love.

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The Mobile State of Parenthood

From posts about their baby’s first tooth to their kid’s first day of school, technology enables parents to share with family and friends both near and far the joys, challenges and lessons inherent in raising a child. Parenting has become a digitally shared experience.

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In observing behavior on Facebook, we see that parents globally post more photos, videos, links and status updates than non-parents.1 While conventional wisdom holds that people on the receiving end hate “sharenting,” their actions say they actually love or, at least, like it. On Facebook in the US, new parents’ posts about their babies receive 37% more interactions from relatives and 47% more interactions from friends than their general posts.2 Read more