Facebook Users Want to Know More While Keeping Their Eyes on the Road

Automotive head up display was a Topic to Watch on the social network in December

Conversation volume about automotive head up display was driven by males under 65
chombosan/iStock

Facebook users are interested in being able to access more information while driving, without having to turn their eyes away from the road.

Automotive head up display was one of Facebook IQ’s Topics to Watch for December, along with associated topics automatic transmission, BMW, BMW 5 Series, backup camera, blind spot monitor, Bluetooth, headlamp, parking sensor, sunroof and V8 engine. Conversation volume was up 4.7 times year-over-year and 1.1 times month-over-month, driven predominantly by males under 65.

People on the social network were thirsty last month, as well, as cold-pressed juice—along with coffee, Cyber Monday, juice fasting, Louisiana, nut, organic food, pressing, smoothies, Tulsa and veganism—saw conversation soar 11.1 times compared with December 2016 and double versus November. Women led the charge, particularly those between the ages of 25 and 49.

Economics were on the minds of many Facebook users during December, as disintermediation and related terms Amarillo (Texas), electric guitar, fashion, Los Angeles, mattress, online shopping, Overstock, retail, sales and U.S. saw a staggering 103.1 times year-over-year growth and were up 0.7 times from the previous month. Conversation was driven predominantly by males under 65.

Geek girl and related terms anime, cosplay, Fort Collins (Colo.), geek, Ireland, nerd, Star Wars, Star Wars: The Last Jedi, technology and video game saw conversation volume rise 3.1 times versus December 2016 and 0.8 times versus November 2017, driven by women 25 through 49. Facebook IQ noted that the topic refers to the rise of women in technology, and not to Holly Smale’s novel, Geek Girl.

Facebook users sought more out of their TV viewing experiences, as interactive television and related terms digital television, Fox Sports Eredivisie, Hanoi (Vietnam), Indiegogo, internet, Netflix, terrorism, watching TV, web television and Ziggo Sport saw conversation volume jump by 13.4 times year-over-year and 0.5 times month-over-month, with the 34-through-49 age group of both genders leading the way.

Finally, shiny things caught Facebook users’ eyes in December, as conversation volume about titanium ring—along with related terms Game of Thrones, jewelry, metal, Overstock, silver, stainless steel, Superman, titanium, wedding ring and Wichita (Kan.)—jumped 36.8 times year-over-year and 0.5 times compared with the previous month, with men edging out women in all age groups in terms of driving the discussion.

We learned these things from Facebook IQ’s latest data chart called Topics to Watch, which is designed to help marketers know what subjects to look out for on the social network. The topics are based on trending data, and Adweek readers get an exclusive look at them each month.