Facebook Mobile Use
Out of the 400 million users on Facebook, 100 million users log-on to Facebook through their mobile device, virtually anywhere they are, at any time. With this constant accessibility to Facebook, it’s not surprising that mobile users are twice as active on the platform as non-mobile users are. Facebook statistics state that the average user spends more than 55 minutes per day on Facebook, so it’s possible that your average Facebook mobile user is spending closer to 2 hours a day on Facebook regardless of how they’re accessing the platform. Knowing these stats, what advertiser wouldn’t want to reach these hyper-active Facebook users wherever they are through their mobile device?
What are Facebook’s mobile advertising plans?
The bad news:
- Currently Facebook doesn’t have any plans to integrate advertising into their mobile presences whether m.facebook.com, touch.facebook.com, SMS, and the in-house developed iPhone app (It’s easy to forget, but mobile isn’t limited to smartphone use and users can engage with Facebook through SMS too). This information was shared with me at SXSW from one of Facebook’s mobile developers.
The good news:
- Your brand still can have a presence on Facebook mobile through the news feed feature and through users’ sharing your brand with their Facebook friends. The real key to marketing on Facebook is getting your brand in users’ streams whether from users becoming a fan of your fan page or through organic discovery from their friends. If you don’t have a fan page on Facebook for your brand, I’d suggest getting one.
- While Facebook doesn’t have any current plans to incorporate advertising with Facebook mobile, it doesn’t mean that their plans are indefinite.
- Facebook will only add advertising (in whatever capacity) to Facebook mobile if the advertising is contextually relevant to mobile users and not disruptive to the user experience. Facebook’s holy grail is the user experience and keeping users’ engaged. Facebook mobile is no different except that the smaller screens mean that every pixel has prime real estate value. If or when Facebook decides to extend advertising to its mobile products, I’m confident that it will be a win-win scenario for all constituents whether from the advertisers’, users’ or Facebook’s perspective.
To learn more about Facebook mobile, visit http://www.facebook.com/mobile/. If you have any questions, please share them with us!