In a recent study of 21-29 year old females, there was a surprising number spending as many as five hours per day on Facebook, with much of that activity being what the respondents nearly all called “nosing around” (called “social browsing”).
This largely consists of seeing what your friends are or were up to: Reading status updates, clicking and watching video links, shuffling through photos of friends’ nights out and comparing those nights to ones own.
To people familiar with Facebook, this behaviour, of course, is not unexpected. But what there can be found most interesting about it was that, for this group, social browsing had largely replaced all other forms of web browsing.
What’s most important about this behaviour, from a brand marketing perspective at least, is that when many of these women needed to look something up—information on a venue, or a band, or a consumer brand—they were more likely to look first for information on the site where they were already spending all their time: Facebook.
What does this kind of behavior mean for online marketers? Well, for starters, brands primarily interested in targeting a younger, female demographic should focus on building brand Facebook pages at least as comprehensive as their brand websites [Source].
Proving yet again that it’s an unstoppable video juggernaut, YouTube announced today that it surpassed 3 billion daily page views this past weekend — a 50 percent increase over last year.
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