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Facebook Marketing in a Multi-Device World

Written by: Laurie Cutts, Director of Marketing

Facebook users are increasingly accessing the social network on multiple devices. Facebook conducted a study with international market research firm GfK to inform marketers about the impact of users interacting on desktops, smartphones and tablets.

  • More than 60% of online adults in the US use at least two devices everyday and almost one quarter use three devices.
  • More than 40% of online adults reported starting an activity on one device only to finish it on another.

Different devices, different purposes

Although some marketers may make the assumption that people use all devices for all purposes, the study showed that people have a different connection to each device and use them for different purposes.

  • The smartphone is people’s go-to device; 76% of adults use it while they are on the go most commonly for communication and social activities.
  • The tablet is used most often at home for entertainment.  43% of tablets are shared with others.
  • 80% of adults that own desktops use them at home primarily for work or managing finances.

Moving between screens

The study reported that more than 40% of online adults begin an activity on one device and finish on another. Not surprisingly, the more devices people own the more they switch. People usually start on a smaller screen and move to a larger screen due to its comfort and convenience. People typically start on a smartphone and then finish with a tablet (22%) finished or a desktop (58%). Switching devices happens most frequently in front of the TV, when all devices are within easy reach.

Consistency across screens

With people moving freely among devices, it’s essential for marketers to engage their audience across all platforms. Experiences with the brand should be consistent, allowing people to seamlessly begin an activity on one device and finish on another. Facebook makes it easy for marketers to target, optimize and measure results across devices providing consistency for consumers.


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