The World According to Facebook: 3 Trends in Online Consumer Behaviour
By: Queena Zeng
The way people act online is changing fundamentally every year. With over a billion active users, who is better to comment on user behaviour than Facebook? Ed Couchman, the social network’s Head of Agency Relation shares the three biggest behaviour changes currently happening on the internet. Can you guess these trends?
The way we, as people act and behave online has drastically changed in the last decade. Ever since Snapchat came out in 2011, the way we communicate and consume information was revolutionized. In the following, Facebook recognizes the top three trends in online consumer behaviour.
A Move from Desktop to Mobile
Phones are everywhere and it has not stopped growing. We see everywhere we look, walking on the streets, on the bus, or on subways. Phones are essential in our daily modern life.
However, Ed Couchman, Facebook’s head of agency relations, highlights that the pace of change is truly remarkable and significant. He takes note of the fact that television has taken decades to reach a billion units sold, while smartphones took only four years.
Couchman also shares in UK alone, 26 million access Facebook via mobile every day. While last year it was 24 million and the year before was 20 million.
There has also been a parallel increase in video views with rise of mobile usage. Facebook currently generates 8 billion views per day, in which 75% are on mobile (UK).
These statistics are huge, and we can all agree on this as we witness this on our Facebook feeds where videos currently dominate.
An Increase in Visual Communication
Thanks to Snapchat and Instagram, we are shaping our communication away from texts and more so through imagery.
Facebook states that the use of emojis and stickers is up by 388%. Even Oxford Dictionary’s 2015 word of the year was “emoji”.
This may be inevitable as visual form is easiest to process than any text form. Facebook can validate this fact as mentioned earlier, videos are dominating our feeds and users are constantly sharing images and videos rather than texts. Couchman predicts that by 2018, nine out of ten stories on Facebook will be audio/visual based.
On Mobile People Are Discovering, Not searching
When we are waiting for a bus or train or just killing time, we want to be entertained. We are constantly discovering not only new information about products or news, but what our friends or celebrities are doing on a regular basis.
Personalization at Scale
Brands are now making their content more relevant and targeted to each consumer through personalization. We may see this already on a day to day basis. Where we may search up a product on google, and it shows up as an advertisement on our Facebook or Instagram Feed.
With all in mind, the way we communicate and process information is now highly visualized and audio-based. Even with the newly released, Pokemon Go, it has completely revolutionized the way mobile games may be in a few years. Perhaps in the future, texting may not be needed as video calling and “audio” messages will be the prominent norm