STUDY: How Addicted Are We To Facebook Mobile?

14,912 views

Published on

A comprehensive study by Facebook and IDC shows that most users on mobile check their News Feed frequently. Several users copped to checking Facebook from their phone at the movies and while they’re at the gym.

STUDY: How Addicted Are We To Facebook Mobile?

  1. Always ConnectedHow Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook
  2. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookIn This StudyIn this latest research study from IDC, sponsored by Facebook, weconducted an online survey of 7,446 18-44 year old iPhone andAndroid smartphone owners in the U.S. over the course of oneweek in March. We surveyed more than 1,000 people each day.This study was designed to understand how smartphone ownersuse their phones over the course of a day and the week, with anemphasis on social and communication applications andservices. Because of this, the applications list was not designed tobe exhaustive of all mobile application categories. 2
  3. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookExecutive Summary 2017Think about your typical day. When do you feel the most (projected)or least connected to people, information and 222.4the world around you?In this study from IDC, sponsored by Facebook, the keyfinding is that mobile + social = connectedness. U.S. Smartphone Users (Millions)Smartphones, coupled with rich applications and U.S. Population Using Smartphones: 67.8%mobile data services, allow us to connect with our 2013family, friends and community from the moment wewake up until the end of our day. Our research showsthat, rather than feeling overwhelmed by it, we enjoy (projected) 181.4 U.S. Smartphone Users (Millions)and value this increased social connectedness. U.S. Population Using Smartphones: 57.3%Today, half of the total US population usessmartphones. The convenience of being able to 2012interact with anyone, anytime, anywhere, makes thephone a more critical tool than ever before. › 155.1 U.S. Smartphone Users (Millions) U.S. Population Using Smartphones: 49.4% 3
  4. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook‹ Given the very personal nature of our mobilephones, how we use them elicits various feelings.A sense of being connected is the strongestsentiment and it spans demographics and brands,services and applications used.The services that drive the highest levels ofconnectedness across the largest number of peopleare texting/messaging, talking on the phone, anddirect messaging via Facebook. What is most strikingabout the top 3 is that they are direct, with aspecific person or group, and require a moreimmediate response versus most other methodsof social networking and communication. › Percentage of respondents that feel connected when using these applications (top 3): 49% 43% 40% Text/ Talk on Message on Message Phone Facebook 4
  5. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook‹ People have a universal need to connect with others,especially those they care deeply about. This coupled with Monday - Sunday 84%mass market adoption of smartphones means that socialengagement via phones has become mainstream.Device pocketability drives engagement throughout the dayand when it’s most convenient for each person. Over a week,we see the highest levels of engagement Friday through of respondents’ time is spent on phone communicating viaSunday. These are the days we connect with those most text, email, social vs. onlyimportant to us both online and in the physical world. 16% on phone callsThe weekend is being redefined as social and Average daily time spent communicatingmobile allow for more fluid and asynchronous experiences on smartphone: 132 minutesthroughout the day and from one day to the next. › 70% of respondents use Facebook on their phone; and of this group, ... the highest levels of 61% use it each day. engagement are Friday through Sunday, with These are pocketable, personal the peak on Sunday. computers— not phones. 5
  6. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook‹ Engagement on Facebook is multifaceted. From lots of“snacking” on News Feeds and friends’ timelines, to Facebook & Mobile—connecting with others by commenting on their posts Beyond Communicationor photos, to privately messaging with individuals and Read my news feed 82%groups, engagement is broad and rich. Respond/post comments on friends’ updates 49%33% of mobile Facebook users message their friends Post status updates 38%directly, privately each day. Facebook’s messaging Visit friends’ timeline 37%platform enables highly valued interactions, making Message friends directly 33%it a top 3 social and communications service driving Play games 16%connectedness. Post pictures/videos 15%Beyond communication, Facebook drives engagement Communicate in Facebook groups 12%through games and application discovery. We expect ap- Find applications to use 7%plication discovery on Facebook to grow as people shareand as users seek simpler, more direct ways to find greatapplications and experiences. 7% 16% of daily users use Facebook of daily users play to find new applications games on Facebook 6
  7. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookMost Popular Activities 78%On Smartphones EmailFor those of us that own a smartphone, it comesas no surprise that these devices have become the 70% Facebook 73% Web Browsingcentral social, communication and information toolfor so many Americans. 60% Games 64% Maps/DirectionsThis list of the most commonly used applications/categories we asked about demonstrates this.While the exact percentages and order vary slightly 53% Share/Post Photos 57% General Search 46% 44%by segment, the top 7 activities are consistentamong 18-44 year olds, males and females, Android Local Search Read News, Sportsand iOS, etc. 37% Watch TV/Video Top 10 Applications Used 7
  8. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookWhat Do You Do WhenYou First Wake Up? Among All RespondentsOur interaction with each other through our phones begins assoon as we awake. Within the first 15 minutes of waking up, 79% reach for phone within 15 minutes of waking4 out of 5 smartphone owners are checking their phones andamong these people, nearly 80% reach for their phone before 62% reach for it immediately after wakingdoing anything else. These statistics alone drive home the utility 44% reach for it immediately & use as alarm clockof and reliance on smartphones. Among 18-24 year olds 89% reach for phone within 15 minutes of waking. 74% reach for it immediately after waking 54% reach for it immediately & use as alarm clock Within the first 15 minutes of waking up, 4 out of 5 smartphone owners are checking their phones. 8
  9. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookA Day In The Life OfOur Smartphones79% of respondents have their phone on or near them for all but up to 2 hours of their waking day.This encourages a steady stream of interactions via our phones throughout the day. The more we useour phones to connect, be productive, etc. the more value is delivered to us. IDC believes this perceivedvalue makes our phones and applications stickier, which in turn encourages even more use. Text/Message Talk on Phone Email 60% Facebook 50% 40% 30% 20% 10% 0% While getting While During my AM During During During While getting During the ready for commuting hours after start lunch time afternoon evening, ready for night if not school or to work or commute but before bed bedtime, lying sleeping work school before lunch in bed before asleep 9
  10. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookUsing Social DuringEveryday ActivitiesSocial has become so engrained in our behavior that we engage with it even when doing every dayactivities. Using Facebook throughout the day is a given for most smartphone owners. The multitude ofways we use social, and specifically Facebook, (one-on-one, one-to-many, private, public, synchronous,asynchronous, etc.) allow it to fit easily and seamlessly throughout our days. 48% 46% 46% 47% Facebook Twitter LinkedIn 8% 8% 9% 7% 2% 2% 2% 1% During Errands Shopping Preparing Meal/Dinner Gym/Workout 10
  11. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Social Apps Play Important Role During Social Events Social begets social. The use of social applications is higher during events when we are out socially. This is related to the desire to share experiences, especially when we are with those we care most about. Social applications are designed with calls to action, like posting status updates and check-ins. This in turn drives more sharing, especially when we are out socializing. 50% 49% 46% 47% Facebook Twitter LinkedIn 13% 13% 9% 9% 4% 4% 2% 2%Went to Meeting/Class Went Out to Eat/Drinks Went to Live Event Went to Movies 11
  12. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookA Week In The Life OfOur SmartphonesMinutes Spent Connecting Each Day Average daily time 32:51The weekend’s 2x engagement demonstrateshow critical these devices and applications are spent on Facebook:to our most important social relationships. Average daily time spent communicating on smartphone: 131:43Of the total time spent on social and 180communications activities on a smartphone, 160Facebook dominates, making up 1 out 140of every 4 minutes. 120Facebook drives engagement through a 100 LinkedInmultifaceted approach of consumption, 80 Instagramprivate messaging and sharing. 60 Twitter Email 40 6.6 Talk on phone Post Status, 20 41.6 Text/Message 19.5 Photo on Average daily minutes Facebook® 16.4 Facebook 0 spent on Facebook 9.5 Check Facebook® Facebook® News Feed Weekend Weekday Messaging (Friday - Sunday) (Monday - Thursday) 12
  13. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookA Week In The Life OfOur SmartphonesNumber of Times We Engage Each Day Average number of daily 13.8Social on mobile allows people to engageeasily throughout the day, even when doing sessions on Facebook:other things. Average session length: 2:22Over the week, texting/messaging and using 80Facebook are the most popular interactions 70we conduct on our smartphones. 60 50 LinkedIn 40 Instagram 30 Talk on phone 2.7 17.6 Email 20 Post Status, Photo on 8.3 Twitter Average daily sessions 7.0 Facebook® 10 Facebook spent on Facebook 4.1 Check Facebook® News Feed 0 Text/Message Facebook® Messaging Weekend Weekday (Friday - Sunday) (Monday - Thursday) 13
  14. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookCan You Recall The Last Time YourPhone Was Not Within Ear Shot?63% of smartphone owners keep their phone with Whether it is a weekday or weekend, the amount ofthem for all but an hour of their waking day. 79% keep time away from one’s phone didn’t vary—it is a criticalit with them for all but two hours of their day. tool for connecting with friends, family and colleagues every day.1 out of 4 of all respondents didn’t recall a time intheir day when their phone was not within reach orin the same room. 24% 25% 17% 9% 19% 23% Never that Less than I can recall 2-3 1-2 30 minutes 30 minutes was it not 3 hours hours hours to 1 hour throughout close to me or more the day 14
  15. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Who Our Smartphones Connect Us To Over the weekend, we have a stronger sense of connectedness with the important people in our lives as we interact with them more in the physical world and through social media on our phones. Even our interactions with colleagues/classmates is higher over the weekend — another indication of the ever increasing fluidity of time and schedules given our nearly non-stop connected lifestyle. 7% My community (church, 22% school, town, etc...) Weekend 19% My children (Friday - Sunday) 32% 37% My colleagues or 60% classmates 63% Other family 5% My parents 12% My friends 18% Weekday 25% My partner, spouse, or(Monday - Thursday) 33% girlfriends/boyfriend 60% 58% 15
  16. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookA Closer Look At Who We ConnectWith Through Our Smartphones 5% 5% 7%Looking at the differences across age My community (church, 8% 9% 5% school, town, etc...) 4% 16% 25%groups yields both telling and expected 20% 35% My children 19% 18%results. The inverse of those that selected 17% My colleagues or 30%“My Parents” vs” My Children” is directly classmates 31% 29% 19% 29%related to age, generation and life stage. Other family My parents 29%Both men and women feel connected to 44% 34% My partner, spouse, or 44% 32%their friends, significant others and children girlfriends/boyfriend 24% My friendsat similar levels. Strong differences existwhen examining other relationships: 58% 52% 64% 64% 61% Parents Other Family Colleagues/ Classmates 40% 26 % 33% 22 % 23% 16% 62% 67% 61% 58% 56% Women Men Women Men Men Women 18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 16
  17. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookWho We Are Most Connected ToSmartphones + FacebookWhile only a modest percentage use Facebook to connect to their community, those that do agree moststrongly that the social network plays a very important role in doing this. This demonstrates the growingopportunity for Facebook Pages to connect people and various communities, organizations and brands. Our smartphone Of those, % strongly agree that Facebook connects us to... on phone keeps them connected 61% My friends 62% My partner, spouse, or 60% girlfriends/boyfriend 55% 35% My parents 54% 29% Other family (siblings, cousins, 62% grandparents, etc...) My colleagues or 19% classmates 64% 18% My children 65% My community (church, 6% school, town I live in, etc...) 74% 17
  18. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookFacebook Usage On SmartphonesBeyond using Facebook’s various methods of connecting with our friends,Facebook drives engagement through games and application discovery. Less than once a week At least once a week At least once a day Several times a day/Consantly checking Read my news feed 2% 8% 27% 63% Respond/post comments on friends’ 4% 16% 35% 45% updates, pictures Post status updates 7% 30% 33% 30% Visit friends’ timelines 5% 21% 35% 39% Message friends directly 7% 28% 27% 37% Play games 4% 13% 31% 52% Post pictures, videos 14% 33% 19% 35% Communicate within specific 7% 19% 28% 47% FB groups Find apps to use 10% 18% 20% 52% 75% 2x 30-34 Men are 75% more 18-24 year olds are 2x 30-34 & 40-44 year likely than women to more likely to seek out olds are most likely 40-44 seek out applications applications on Facebook to play games on on Facebook than 40-44 year olds Facebook 18
  19. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook Using Facebook Helps Us Connect & Stay Connected Facebook ranks as a top 3 activity done on smartphones. 70% of respondents use it. Among these Facebook people, 61% use it each day. Reading one’s news feed is the top activity at 77%. Weekend 18-24 year olds use more services on Facebook, especially directly messaging with individuals Weekday and groups and sharing pictures and videos. 80% 75% With the exception of reading one’s news feed – which is a great phone snacking activity – every other Facebook service has higher usage levels over the weekend (Friday-Sunday), demonstrating its role in communication, sharing and engagement in our most important relationships. 46% 38% 38% 37% 34% 26% 25% 23% 19% 18% 13% 10% 9% 8% 6% 4% Read my Respond/ Post status Visit Message Play Post Communicate Find appsnews feed post updates friends’ friends games pictures, within specific to use comments timelines directly videos FB groups on friends’ updates, pictures 19
  20. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookHow We Feel With ConstantCommunications In HandWe asked smartphone owners how an array of social and Relative Sentiment Indexcommunication activities on their phones made them feel. 8.0Given most of these people use 7.4 social/comms 7.0applications on their phones, we may expect that many 6.0respondents would feel overwhelmed with the flurry of 5.0activity, alerts and notifications. 4.0The research shows that the overwhelming sentiment from 3.0all this mobile activity is one of connectedness, rated at 6.9 2.0on the Relative Sentiment Scale. Excitement is a distant second 1.0at 4.1 and after that, the next most common feelings were 0 ted ecuriosity and productivity, each hovering around 3, or less d d ool ed d t r l us ely ctiv cia ned ed ou ula ite ste me xio Lov nec y/C Lon Spe Exc Pop du ere helthan half of the level of feeling connected. /An Con ess end Pro erw Int Str /Tr us/ Ov rde Hip rio Cu Bu 20
  21. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookHow We FeelSmartphones Are Important Tools for Keeping Us ConnectedMost of the activities we asked about generated relatively high rates of connectedness vs other sentiments.The top ten activities that generated the highest levels of connectedness are: 49% 18-24 25-29 30-34 35-39 40-44 Text/38% 43% 36% 53% 56% Message 40% 47% 43% 18-24 25-29 30-34 35-39 40-44 41% 44% Talk40% 40% 40% 45% 48% on Phone 40% 18-24 25-29 30-34 35-39 40-4434% 37% 38% 43% 50% Message on Facebook 38% 41% 39% Check Facebook news feed 37% Check Twitter feed 37% Post, update photo to Facebook 35% Post to Twitter 34% Email 32% Message on LinkedIn 32% Message on Twitter 21
  22. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookHow We Feel: SmartphonesAre Important Tools ForKeeping Us ConnectedAfter connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity.Social networks drive these feelings more than traditional means of communication. Excitement Curiosity Post photo on Instagram 34% Check Facebook news feed 25% Post update on LinkedIn 27% Check Twitter feed 22% Direct message via Twitter 26% Check Instagram feed 20% Productivity Calendar 34% Email 27% Text/Message 16% 22
  23. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookIn ConclusionThe mass market has embraced smartphones and messaging conversationssocial media and we expect adoption to continue. between two people orFacebook is used by 70% of Android phone and among a group.iPhone owners, dominates time spent communicat- These exchanges are drivinging on the phone, and drives the greatest levels of very high levels of connect-connectedness among the popular social networks. edness among smartphoneWhile some differences clearly exist across demo- users and with those theygraphics, the value smartphones and specifically care most about. This increased sense of connected-social on smartphones delivers is universal. ness is the primary reason we use these technologiesSmartphones have revolutionized how we commu- with the frequency and duration that we do.nicate, socialize, share and connect. The immediacy As more mobile devices—even beyond smart-and intimacy we have with our phones enable much phones—are adopted, social, sharing and communi-more fluid and near-constant social interactions, cations will expand even further than where we arewhether these are short snacking sessions where today, enabling people to engage, discover andwe read our news feeds or more engaged private interact in wholly new ways. 23
  24. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookMethodologyIDC conducted an online survey of 1,000+ 18-44 year old iOS and Android smartphone owners in theU.S. each day for 1 week (Friday-Thursday) in March 2013, for a total number of respondents of 7,446.This study was designed to understand how smartphone owners use their phones over the courseof a day, with an emphasis on social and communication applications and services. While we askedabout broader application categories the respondent used on their smartphone, most questionsfocused on a subset of communications and social applications and services. In various instances,we combined activities to assess those that are more active (creation) vs those that are morepassive (consumption) or combined various activities by social network.IDC found that during Tuesday through Thursday, 18-24 year old respondents were underrepresented.In order to correct for this, as well as to have our study reflect the current installed base ofsmartphones, we’ve weighted the data by both age and operating system. 24
  25. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By FacebookContact InformationIDCDanielle Levitasdlevitas@idc.com650.350.6487 Doc. #240435. All IDC research is © 2013 by IDC. All rights reserved. All IDC materials are licensed with IDC’s permission and in no way does the use or publication of IDC research indicate IDC’s endorsement of Facebook’s products/or strategies. 25

×