facebook research 2014 - brightly labs summary
TRANSCRIPT
PRESENTS:
HOW HUNGARIAN USERSBEHAVE ON FACEBOOK
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A
What are you looking at on Facebook?
Brightly La�
THE BIG
RESEARCH
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Using its eye-tracking research, Brightly communications agency analyzed the behavior of Hungarian users on Facebook
(in late February, 2014). The special occasion of the research was the 10th anniversary of Facebook, which was also the reason
why we, Brightly succeeded to present the results at the AllThingsFacebook conference, as well.
What are you looking at on Facebook?
Why did we feel this research important and needed nowadays?
Despite the fact, that there are already many researches available on Facebook’s usage, there can be significant differences in the
characteristics typical in different countries.
On the other hand, we didn’t really find any scientific results about ana-lyzing premium and all of the other advertising forms. These all seemed
to be good causes, to decide to develop an investigation on our own – and utilizing this we wanted to get answers on how Hungarian users are behaving at the site after logging in, on a specific brand’s page and after
logging out. (In case any advertisements were placed here).
So let’s see the results – Briefly!
BEHAVIOR AFTER LOGGING IN
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99%
20%
29%
3%
5-9 mp
27%
???
2,5 ---3,5 mp
The first post is the most visible (99%). Users usually focus on this content at first, or at least second eye fixation is located here.
From this second post, our attention changes in 27%, plus or minus: depending on how strongl-y the picture or the text can grab our attention. Personal relevance is also a standpoint.
Moving down until the 6th scrolled page, our ability to process information is damaging by 20%.
This „scanning” process is becoming slightly faster while scrolling. At the 6th page it is 29% faster.
While remembering the news feed, we can not recall the advertisements exactly. Furthermore, we are not able to distinguish sponsored stories and advertisements from normal posts.
Advertisements from the right column cannot be recalled at all, except that 3% of visitors having strong visual memory.
The quality of attention is continuously „scanning”: we only read through posts, we do not actually read them, thoroughly.
From the second post on, this overlooking time is reducing to 2,5-3,5 seconds.
We spend 5-9 seconds viewing the first post in our news feed.
COMPARED TO OTHER FORMSOF HUNGARIAN MEDIA WE CAN STATE:
THE „SCANNING” USER BEHAVIOR
ALSO APPEARS ON WEBSITES. DATAS
SHOW THAT AT THE 2ND AND 3RD
WEBSITE PAGES WE SPEND JUST A LITTLE MORE TIME (+1-3SECS),
THAN IT HAPPENS TO BE VALID ON
FACEBOOK.
ON FACEBOOK, THE ATTENTION ON
THE FIRST POST IN OUR NEWS FEED IS ALMOST
AS INTENSE, AS IT IS ON A WEBSITE’S TOP BANNER (IN CASE OF
FULL PAGE WIDENESS, 90-120PX).
IN ADDITION: ITS VISIBILITY IS 99%, WHILE IN A
WEBSITE’S CASE IT IS RECOMMENDED
TO COUNT WITH 30% BANNER-BLINDNESS.
THE ATTENTION ON FACEBOOK’S
RIGHT COLOUMN ADS IS ALMOST EQUAL TO THE
CLASSIC WEBSITE ADVERTISEMENTS,
IN TIME.
Additionally,we spend more than
a second on studying the „PICTURES AND VIDEOS”,
„FRIENDS WHO LIKE THIS PAGE”
and „COMMENTS BY OTHERS” SECTIONS.
If we want attentionto be quantified, we can
set up the followingsequence:
PICTURES AND VIDEOS 19,6NUMBER OF LIKES 10,2
FRIENDS 8LOGO 7,7
1ST POST 6,5 COVER PHOTO 4,7
We are viewing the
first post more thoroughly, at the
second post we pay attention only until
the first-first and a half line generally.
We spend the most time
(while processing information) on the cover photo and on
the latest post.
HOW DO WE BEHAVE ON BRAND PAGES?
WHAT IS THE SITUATIONWITH PAGES AFTER LOGGING OUT?
We were studying the „Jófogás” campaign running in
this area and found that 95% of users could recall the
ads, which were placed here, only 4,5% confused them
with Apród’s commercial, and it was only 0,5% who
could not remember of it at all.
The data of 44% actually using this logging out surface
also increases the importance of our results.
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�ank you for your attention!Based on our research it is literally an exploit,
that you have read through all of this
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