Despite Facebook’s announcement that a third of its advertising revenue in Q1 came through mobile, research by Haygarth has found that 80 per cent of 18-24 year olds have never clicked on a Facebook ad on mobile, while almost half say they don’t look at brand Facebook pages.
The research, conducted by YouGov, found that the reason for using Facebook on mobile rather than on desktop is for light interactions, with 45 per cent saying they use Facebook on mobile because it allows them to post and consume on the move.
It was found that 31 per cent use smartphones over desktop for Facebook because it is quicker, while 29 per cent say they use mobile because it is more convenient.
Haygarth’s research said: “74 per cent of people dual screen (86 per cent of 18-34 year olds) and 35 per cent of these use Facebook when dual screening. There is a clear opportunity for brands to integrate communications for dual screening which we are not yet seeing.
“Brands need to be in the now and capitalise on the portability of mobile. Be relevant based on context.”
The research of 1,000 smartphone users found that 42 per cent of 25-34 year olds look at information related to what they are watching: something that marketers should look at with the growth of duel screening.