People Spend More Time On Facebook Than Personal Grooming
May 17, 2016
As a culture, we are close to spending an hour a day on Facebook. And there's no sign of that "time spent" decreasing. Time spent on Facebook has gone from 17 minutes a day to nearly 60 minutes a day in just the past three years.
So you have to ask, what are people giving up, or what are they multi-tasking in order to check Facebook - on average - 14 times a day?
A piece from the New York Post that ran recently - noted that more people were checking Facebook than reading the "Good Book," the Bible, every day. They also uncovered:
- People are spending more time lurking on Facebook than bathing.
- 1/3 of people (27% to be precise) can't resist the urge to Facebook on the toilet. The number is slightly higher with women than men.
And in my own digging, I found we're using Facebook in other inappropriate settings.
- Nearly half of us Facebook while:
Shopping and Running Errands
Sitting in Meetings or Class
At the Movies
- People also admit Facebook is the very first thing they check every morning.
- And more and more are saying they would choose a smartphone with Facebook access over an actual car. The need for acceptance and connection is becoming greater than getting around town in your own vehicle.
But if you study Jacobs Media's Techsurveys - their annual survey on radio's audience and tech habits - all of this "time spent" shouldn't surprise you.
Look at the following slide from this year's Techsurvey 12.
To the left, the "Cume" percentage represents how many listeners have a social media profile on the various sites. But it's the "Time Spent" to the right that tells the real story.
As you see below, 7 in 10 radio listeners are on Facebook every single day:
So what does all of this "time spent" mean to you and your station?
Your audience is bored and addicted to distraction. Scrolling is an official pastime.
They're also addicted to the endorphin high triggered in the brain when people 'like' their stuff or acknowledge them.
You're no more competing with other brands on Facebook than you are competing with the audiences' need for the emotional reasons why they can't get off Zuckerberg's turf.
They're looking for charged endorphins, a cure for boredom and other psychological stuff, like needing to feel that they belong to something.
And that's what you want to offer people in order to stand out - the underlying reasons they can't leave.
Feed them what they crave.
Reach out to me anytime on Twitter @lorilewis.
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