Facebook's continued dominance has not slowed down, despite some reports projecting such a change to come. Instead, the site has changed and shifted. And several recent studies have brought forth some interesting Facebook usage statistics.
This information sheds light on the state of the internet, as well as its effect on small businesses. And it also offers interesting insight into using Facebook for your business.
As most businesses that publish content and try to grow a presence on the social site know, getting your content seen on Facebook is an uphill battle that often feels unworth fighting. Many companies have either abandonded the site altogether or resorted to focusing some of their advertising dollars into being visible on Facebook.
According to Pew Research's recent State of the Media report:
- 5 companies generate the majority (61 percent) of digital ad revenue: Facebook, Google, Microsoft, Yahoo, and AOL.
- Facebook more than doubled digital ad revenue over the course of two years. It made $5 billion in ad money last year, representing 10 percent of all digital ad revenue.
- Facebook is getting a quarter of all display ad revenue and 37 percent of display ads on mobile.
According to a recent Wall Street Journal study, Facebook has increasingly grown into an international platform. What once was a social site dominated by United States' users, specifically college students, was visited by 89.4% of Turkey computer user's in February of 2015. In fact, each person in Turkey who visited Facebook via a computer, visited an average of 44 times in the month of February.
In comparison, 63.3% of computer user's in the United State's visited Facebook in February of 2015. The U.S. was number 7 in the study, proceeded by Uruguay, Brazil, Thailand, the U.K., and Germany in addition to Turkey.
What is even more interesting is that although other countries might peruse the world of Facebook more frequently, U.S. and Canada users are the most lucrative with a $9 average revenue per quarter. In comparison, Asia-Pacific users were about $1.27.
Facebook Mobile Usage
We've been talking about mobile usage for months now as Google's recent update rocked the digital marketing world. The Wall Street Journal Study revealed that 526 million people only visited Facebook via apps or mobile devices.
It is also interesting to note that Facebook has focused on mobile usage, specifically as it has forced users to migrate messaging to a separate app and made the decision to purchase Instagram, a social site that was intended solely for mobile devices at first, though is now accessible on a desktop.
Facebook's share of revenue on desktop dropped 20 percentage points last year, while its share of mobile revenue rose 20 percentage points.
What Does This Mean For Business?
First and foremost these Facebook usage statistics tell us that if you are looking for a way to advertise online, you should consider using Facebook. Second, following Facebook's lead to focus more on mobile users is of increasing importance. And finally, Facebook is not just for the United States, but ads targeting the United States are most likely more lucrative than those targeting other areas.
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