The average time spent daily with digital media is expected to surpass TV viewing for the first time this year, according to eMarketer. Photo: AFP
One out of three people in the US, more than 128 million, visit Facebook every day, and about 24 million in Britain do the same, the company said on Tuesday, releasing regional data for the first time as a way of helping advertisers understand how people use the social network.
It is also part of a larger push to go after dollars earmarked for TV advertising, the top choice among advertisers when they launch campaigns.
"We would like to be able to be explicit and say this is the amount of people you can reach tomorrow, or the amount of people you can reach when you are launching a movie," said Facebook vice president of global marketing solutions Carolyn Everson.
Consider that almost 6 million people tuned in to watch the mid-season premier of AMC's highly anticipated series Breaking Bad on Sunday.
With more than 1 billion users there is little doubt about the popularity of the world's No. 1 social network, but advertisers often need much more data to make decisions.
Altimeter Group media and advertising analyst Rebecca Lieb said 1 billion is an abstract number. "As impressive and as big as Facebook is, by breaking it down more regionally we are getting more of an idea," she said.
Facebook also released on Tuesday the number of active monthly and daily mobile users in the US and Britain.
Television commands the largest share of advertising money spent in the US at 39 per cent, according to eMarketer's research, which estimated that $US66.3 million in ad dollars would go towards TV this year. Digital advertising represents about 25 per cent of 2013 estimated advertising spend at $US42 million.
Still, there is a shift occurring: the average time spent daily with digital media is expected to surpass TV viewing for the first time this year, according to eMarketer.
Underscoring the change taking place in people's habits, WPP founder and chief executive Martin Sorrell expects up to 45 per cent of the agency's business to go towards digital within five years, he wrote in post on LinkedIn.
Facebook delivered its strongest ad revenue growth performance in almost two years in July as it benefited from 18 months of retooling its products, including a mobile version of its service. Total ad revenue in the second quarter was $1.6 billion and its shares are up almost 50 per cent over the past month.
The company is widely expected to launch a revamped video advertising service, but Ms Everson declined to comment on this.
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