FOBO (Fear of Being Offline), and How Marketers on Facebook Can Exploit It

Move over, FOMO, and make room for FOBO: A study by culture experts Crowd DNA for Facebook found that fear of being offline is the new fear of missing out, as 70 percent of respondents aged 13 through 24 from 13 countries said they have to be connected, no matter where they are.

FOBOStudy650Move over, FOMO, and make room for FOBO: A study by culture experts Crowd DNA for Facebook found that fear of being offline is the new fear of missing out, as 70 percent of respondents aged 13 through 24 from 13 countries said they have to be connected, no matter where they are.

Crowd DNA managing director Andy Crysell and Facebook marketing science lead Jo Tenzer discussed the study in a Facebook IQ post, and highlights follow:

On what surprised them:

Crysell:

What surprised me is that we were really able to notice a change in how young people are using social media and digital devices so fluidly and fluently (see “Coming of Age on Screens”).

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