digital marketing · social media marketing

Facebook remains a dominant platform in 2017

Facebook, India’s most popular social network has last reported to have more than 125 million monthly active users, out of which 114 million are mobile. While Facebook and WhatsApp keep dominating the space but the growth of Google+ is interesting, at a time when it is dismantling itself. To put that in perspective, Facebook is still adding around half a million new users every day or almost 6 new user every second. Globally mobile is driving Facebook’s growth and revenues. During the Q2 2015 revenue call Facebook revealed that mobile ad revenue was 76 percent of total ad revenue, which was up from 62 percent a year ago. In addition to this mobile is driving the user growth of the network – active users were 1.31 billion, up 23 percent. Daily mobile users were 844 million, a 29 percent increase, and mobile-only monthly users were 655 million. Total monthly active users were just under 1.5 billion, which was up 13 percent year over year.

In India, mobile has been charging the growth of Facebook. More than 89 million of users access Facebook via smartphone followed by feature phone which stands at 17 million. Facebook is well aware of the challenges of an emerging market where only 10% are on social media. Over time it has introduced innovative ideas to win confidence of marketers in the region but the social networking giant will have to invest in patience for a few more years before it starts seeing revenues from its social network and messaging apps.

With the exception of China, Russia and a few other countries, Facebook continues to dominate the social network scene in major markets worldwide. The popularity of newer social networks like Instagram is increasing rapidly, but users tend to adopt those platforms in addition to Facebook, rather than as replacements, as explored in a new eMarketer report, “Global Social Platforms 2016: A Country-by-Country Review of Social Network Usage.” As the case of India Facebook remains the dominant Social media marketing company in India.

Social network users have also become more mobile-centric. Facebook data from Q4 2015 showed that the platform had a total of 1.4 billion monthly active mobile users worldwide, representing a year-over-year increase of 21.3%. The number of monthly mobile-only users grew by 13.2% to 823 million in the same time period.

In the cold light of data, Facebook’s position as the dominant social network appears largely unthreatened, no matter how many teenagers are vowing to decamp to the next shiny new platform. And Facebook is even more dominant as a driver of social media traffic to news websites.

Given the recent debate about fake news, this cannot be ignored. Traffic from Facebook can make or break news publishers’ social media success, accounting for over 85% of traffic from social networks. Twitter contributes much lower – and stagnant – numbers of visitors, while all other social media channels combined play a marginal role in directing traffic to newspaper websites. Between them, Facebook and Twitter account for 98% of social media-generated traffic to news websites.


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