Ronan de Renesse and Stephen Sale
Android is Facebook’s most important mobile playground. Android is the largest smartphone operating system, representing nearly 60% of worldwide smartphone shipments in 2012. More importantly, Android dominates the low-end smartphone segment in which most future growth will come from. Android is therefore tactically important for Facebook to increase its reach on mobile and grow customer engagement with its apps.
Facebook needs to be more ‘native’ to grow customer engagement. Two third of daily smartphone usage corresponds to pre-installed applications – applications that have been installed on the device before its purchase. Although some new smartphone model come preloaded with the Facebook app, it is also important that the Facebook application is tailored for specific popular smartphone models to guarantee a superior quality of experience.
Facebook could increase its app engagement (i.e. daily usage per user of the app) six-fold if it were to become the default communication platform for telephony, messaging and email. Telephony and messaging remain the most used applications on smartphones. Facebook IM and Facebook’s recently launched VoIP feature are examples of the company’s effort in the mobile communications space.
Facebook’s penetration of smartphones – 50%. Total social networking penetration of smartphones is 50%, giving Facebook a whopping 96% market share.
Facebook’s messaging features are used by 14% of smartphone users. Total IP messaging penetration of smartphones is 34%, giving Facebook a 42% market share (Skype and WhatsApp are the leaders).
These figures are taken from Analysys Mason’s Connected Consumer Survey 2013. The survey group consisted of 6610 individuals aged 18 years and over in France, Germany, Spain, Poland, the UK and the USA. The survey was conducted in October 2012.
About the authors
Ronan de Renesse and Stephen Sale are Analysys Mason’s Principal Analysts.
Analysys Mason is a global consultancy and research company specialising in telecoms, media and technology (TMT). Our clients in the TMT sectors operate in dynamic markets where change is constant. We help shape their understanding of the future so they can thrive in these demanding conditions. To do that, our consultants have developed rigorous methodologies that deliver real-world results for clients around the world. Our headquarters are in London and we have a presence in Cambridge, Dubai, Dublin, Edinburgh, Madrid, Manchester, Milan, New Delhi, Paris, Singapore and Boston.