Facebook today revealed its first piece of Kiwi market research. The statistical breakdown of how New Zealanders use Facebook was carried out by Nielsen Media Research, and was presented to representatives from digital media and marketing organisations in Auckland. Facebook
The results reinforce the importance of social media for businesses, showing that of the 2.5 million Kiwis who use Facebook every month or more, 80 percent discover brands and products there, and more than half of these people choose to learn more about that product. Thirty six percent of people who find a business or product on Facebook go on to share it or discuss it with their friends.
The “stickiest” pages on Facebook are:
- Entertainment (71 percent of page discoverers stay to learn more)
- New food and recipies (65 percent stay)
- Breaking news (64 percent stay)
- Causes and crises (62 percent stay)
- Beauty and fashion (60 percent stay)
- Travel and movies (in both categories, 52 percent stay)
- Cars (51 percent stay)
- Restaurants and bars (45 percent stay)
- Financial services (32 percent stay)
The top five topics shared both offline and online are about:
- Causes and crises (47 percent share)
- Cars (43 percent share)
- Entertainment (42 percent share)
- Restaurants and bars (41 percent share)
- Beauty and fashion (39 percent share)
Facebook measurement lead Andy Ford says recipe ideas are big news on Facebook, especially for mums, but men are more focused on videos, movies and music. Youth are also interested in movies, events and music – he noted that young people consumed the same amount of breaking news as any other demographic, not less.
He introduced four key trends emerging on Facebook. The first is that mobile is “the first screen,” with 81 percent of Facebook users accessing it via their mobile device. Video is another big trend – following Facebook’s introduction of video two years ago, 49 percent of Kiwi users now watch at least one every week, not counting autoplays.
More than half of Kiwi Facebook users “dual-screen” while watching TV. This trend is especially strong among people aged 25-44 and among mothers.
Ford also says Facebook is becoming more “personal and relevant” as users treat their home pages more like a “personalised newspaper.” He felt business’ website visits from social media would soon start to increase.
Facebook representative Rowan Spinks spoke about Instagram, which Facebook purchased in 2012. He said Instagram was “critically important” for Facebook’s Kiwi market. Asked for a show of hands, around half of the attendees at the presentation admitted to using the photo-sharing platform every day.
Spinks said there was a growing trend for Kiwis to use Instagram to discover new things – “The behaviour is maturing.”
He revealed the five most popular global Instagram accounts among Kiwis. The first four were members of gossip magazine favourites, the Kardashian family (Kendall Jenner, Kylie Jenner, Kim Kardashian and Khloe Kardashian, for those interested), and singer Beyonce.
Of the New Zealand-based accounts, Kiwis favoured Lorde, vlogger Shannon Harris, Frankie (Spinks didn’t supply a surname but we think he might have meant former Shortland St star Frankie Adams), Dan Carter and YouTube star Jamie Curry.
The top Instagram hashtags were “overwhelmingly positive” : #love, #summer, #newzealand, #selfie and #cute.