Marketing to Facebook Users Between 13 and 24 Must Be Mobile-First

By David Cohen 

MobileFirstChart650Facebook users between the ages of 13 and 24 own or use at least five different Web-connected devices, according to the latest installment of the social network’s study of users in that age group from 13 countries, conducted by Crowd DNA.

Facebook and Crowd DNA also found that:

  • More than three-quarters of respondents own smartphones.
  • 72 percent said they could not leave their homes without their mobile phones, with Indonesia (84 percent), India and Brazil (both 77 percent) at the high end of that list.
  • 60 percent of respondents would rather give up television than their mobile phones.
  • 79 percent always or mostly use mobile devices while watching TV.
  • The peak hours for multiscreening are 4 p.m. to 7 p.m., and the practice is most popular in Italy (83 percent), Germany (83 percent) and Indonesia (81 percent).

How should this affect the strategies of marketers? According to Facebook:

To reach this generation, brands must adopt a mobile-first mentality. This includes creating bite-sized, image-heavy content and videos designed for minds on the move.

As multiscreening becomes the norm, marketers can turn what could be perceived as a distraction into an integrated brand experience. Strong content coupled with an integrated media approach can create “surround sound,” where a brand’s message, voice and identity are clear, consistent and recognizable across devices and screens.

Readers: Did any of the findings by Facebook and Crowd DNA surprise you?