Facebook Statistics – An Integrated Marketing Reports Review

1. Facebook Statistics – An Integrated Marketing Reports Review Direct quotes from Source: Paige cooper, 2018, “41 Facebook Stats That Matter to Marketers in 2019”, URL: https://blog.hootsuite.com/facebook-statistics/ Prepared by: Celeste Ng, Updated on: November, 2018

2. Facebook • Here’s the most impressive Facebook statistic out there: 2.23 billion people log in to the platform every month. • 1. Facebook.com just dropped to the world’s third most-visited website • According to both Alexa and SimilarWeb, YouTube [#2] just replaced Facebook [#3] as the second-most popular website, globally. (After, of course, Google [#1].) • However, a decline in Facebook’s website visits isn’t that surprising, given the broader shift towards mobile, and mobile apps in particular. Facebook is still the world’s most popular search term. • 2. Facebook Messenger [#1] is the top mobile app by number of downloads • And the main Facebook app [#2] is second on the list. The dominance of mobile means marketers need to plan for mobile-first content. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

3. Facebook • Facebook is the top choice for reaching the broadest audience. • Compare that to the • 35 percent of Americans using Instagram, • 29 percent using Pinterest, and • 24 percent using Twitter. • Global penetration, meanwhile, is at 22.9 percent, and growing. FB全球滲透率22.9% Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

4. Facebook • 8. The number of American Facebook users aged 65+ has doubled to 41% • In 2012, only 20 percent of Americans in that age bracket used Facebook. • 9. Roughly 10 percent of Facebook users are American • With an advertising audience of 210 million users, America is the second-biggest population on Facebook after India (at 270 million). • Rounding out the top five: Brazil, Indonesia and Mexico. • 10. 1.1 billion Facebook users speak English • That leaves the other half using the platform in over 100 other languages. • The second most popular language on Facebook is Spanish, at 310 million, followed by Indonesian at 170 million, and Arabic and Portuguese, at 150 million each. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

5. Facebook • 11. 66% of monthly Facebook users use it daily • Worldwide, 1.47 billion people log in daily. Meanwhile, 74 percent of American Facebook users visit daily, with just over half of those checking in multiple times per day. --- speaks to the importance of a consistent posting schedule for your Facebook marketing strategy. • 12. Americans spend 58 minutes per day on Facebook • Second place for app usage went to Instagram, at 53 minutes. …This seems to be an increase from the data Facebook itself released in 2016 • 13. Each visit to Facebook lasts 10 or 12 minutes • On the plus side, more visits means more space in the newsfeed for ads. • 14. 88% of Facebook users are accessing via mobile device • And 95 percent of Facebook visits are made on smartphones and tablets. … Optimizing your content for mobile is non-negotiable. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

6. Facebook stats for business Check out our guide to using Facebook Groups for business to get get tips on how to use Facebook’s own priorities to your advantage. • 17. Facebook has 80 million small- and medium-sized business Pages • That’s a 23 percent increase year over year. Of these businesses, 6 million advertise on Facebook. • 19. Facebook is the top platform for both B2B and B2C businesses • 98 percent of the B2C businesses surveyed in Hootsuite’s 2018 Global Barometer Report use Facebook, while 89 percent of the B2B companies do. (Mixed audience businesses report 97 percent buy-in.) …. Compare that to business-oriented LinkedIn, where B2C usage is 46 percent, and B2B is 86 percent. Because the lines between professional and personal use are more fluid on Facebook (Source: Facebook, Inc. (FB), Second Quarter 2018 Results Conference Call, July 25th, 2018, URL: https://s21.q4cdn.com/399680738/files/doc_financials/2018/Q2/Q218-earnings-call-transcript.pdf) Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

7. Facebook stats for business Check out our guide to using Facebook Groups for business to get get tips on how to use Facebook’s own priorities to your advantage. • 20. 30% of marketers think Facebook offers the highest digital ad ROI • While Google Search came out on top overall, with 48 percent of respondents’ votes, Facebook trounced other social media platforms. … , choose the best metrics, and come up with useful insights that prove the value of your work, take a look at our guide to Social 18. 78% of American consumers have discovered retail products to buy on Facebook --- Facebook’s importance as a discovery platform—where users can browse, research, and get inspired—outranks both Instagram and Pinterest, who’ve inspired 59 percent of American consumers each. (Source: Mary Meeker, May 2018, “Internet Trends 2018,” Kleiner Perkins (a company-builder company), URL: https://www.kleinerperkins.com/perspectives/internet-trends-report-2018) Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

8. Facebook advertising stats • 23. The average engagement rate for a post is 3.91% • Reactions and likes are good, but shares and comments are better, according to Facebook’s algorithm. Engagement is the best way to drive reach, and posts with higher engagement are cheaper to promote, so keep this benchmark in mind as you evaluate your posts’ success. • 24. The average organic reach for a Facebook post is 6.4% of a Page’s likes 22. Only 31% of businesses use Facebook Messenger Messenger has 1.3 billion users sending 8 billion messages between businesses and people every month. Not to mention around 300,000 chatbots. This means it’s definitely time to consider a Facebook Messenger bot strategy. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

9. Facebook advertising stats • 25. The average price per ad increased 17% in Q2 2018 --- According to Forrester’s analysis, ad price growth can’t continue indefinitely. Facebook’s been warning of a revenue deceleration since early 2017. • 26. Simultaneously, the number of ad impressions increased 21% • This increase was driven primarily by newsfeed ads on Instagram and Facebook. • 27. 24.2% of Facebook Pages are using paid media --- Paid ads have several features that organic posts don’t, including precise audience targeting that can guide on-the-fence customers further down your sales funnel, or identify quality leads. --- The number of paying Pages is increasing, though, pointing to increased competition for ad space, especially in newsfeed. • 28. An average Facebook user clicks on 8 ads per month --- This number goes up to 10 for women and drops to seven for men. • . Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

10. Facebook advertising stats 29. E-commerce click-through rates have tripled in the last two years On the plus side, Facebook users interested in buying are clicking on ads more and more. E-commerce-specific ad engagement has risen from one percent to three percent. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

11. Facebook advertising stats 30. Facebook’s mobile ad revenue increased 50% year over year in June 2018 --- Marketers are targeting their ad spends on mobile, which makes sense, given that almost all users are accessing Facebook on their handheld devices. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

12. Facebook video stats • 32. Facebook owns 24.5% of all digital video ad spending in 2018 • Facebook (including Instagram) is forecasted to control nearly 87 percent of US social media video ad spending in 2018. That same amount translates to one quarter of all U.S. video ad spending. • 33. Facebook video is highly effective, compared to traditional channels. Average cost per reach on Facebook is significantly lower than TV, in particular. • 34. Mobile-optimized Facebook video lifts brand awareness to 67% percent ---which run around a 40 percent lift in brand awareness. … Marketers need to adjust ad length, capture attention in the first few seconds, and focus on full-screen vertical experiences. Here are the guidelines for the latest Facebook video specs. • 35. 30% of mobile shoppers say video is the best medium for discovering new products Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/

13. Facebook video stats • 40. 150 million people are using Facebook Stories • The disappearing-content feature is relatively new to Facebook, but Facebook is pushing it and so you can already buy ads there. • Given that there’s a much larger percentage of people using Instagram Stories (400 million out of 1 billion monthly active users), this is a familiar channel that is still un-saturated, with tons of room for growth. Source: Paige Cooper, 2018; URL: https://blog.hootsuite.com/facebook-statistics/