South Africans who use Facebook are deeply engaged with the service from the moment they wake up to when they go to sleep at night, according to research carried out by Ipsos.
Among those surveyed:
o 40% check Facebook before getting out of bed.
o 36% check Facebook just before going to sleep.
The study also found that Facebook is widely used for “second screen” activity while watching television.
o 80% of South Africans surveyed said that they second screen while watching TV.
o Facebook is 6x more popular than Twitter for second screening in South Africa and 12x more popular than YouTube.
o 92% of South Africans who regularly use Facebook say they do so during TV prime time hours (5pm-9pm).
The Ipsos findings, which were presented to the Facebook for Africa Business 2014 event in Johannesburg, demonstrate why Facebook is attractive to marketers, according to Diego Oliva, Facebook’s director for the CEEMEA region: “Facebook has become a service that South Africans access throughout their day, wherever they are; from bed time to prime time. That is largely thanks to the growth of mobile which means people can stay constantly connected with everyone and everything that matters to them.
“In many ways, South Africa and other African countries are further ahead than Europe and the US when it comes to this shift to mobile. They have effectively skipped the era of desktop computing,” said Oliva.
While millions of people use their mobile devices to access Facebook when ‘out and about’, it is the phenomenon of at-home use while watching television that has interested many marketers.
“Browsing Facebook via mobile with the television on in the background is something new, but it has already proved valuable for marketers. The synergies between the two media mean that cross platform advertising campaigns are turning out to be much more effective than the sum of their parts,” added Oliva.
The Ipsos South Africa research was commissioned by Facebook and carried out between November and December 2013. Summary of findings…
80% of viewers use other devices while watching TV (second screening):
- 73% using mobile phones
- 9% using tablets
- 6% using laptops
TV prime time is also Facebook time
- 92% of people in South Africa who use Facebook said they access it between 5pm & 9pm
People access Facebook wherever they are:
- 55% of people who use Facebook on mobile do so when they are out and about
- 95% of people who use Facebook on mobile do so when they are at home
- 40% check Facebook in bed when they wake up
- 36% check Facebook in bed before they go to sleep
Brands play a big part in people’s Facebook activity:
- 62% of people who use Facebook said they had interacted with a brand
- 71% of 12-24-year-olds said they had interacted with a brand
- 52% of people using Facebook said that they were influenced by things they saw there.
Additional information on people using Facebook:
Monthly active - 1.28bn (global); 11m (SA)
Mobile monthly active - 1.01bn (global); 10m (SA)
Daily active – 802m (global); 6.7m (SA)
Mobile daily active - 609m (global); 6.2m (SA)