People scroll through news feeds while running errands, comment on friends’ posts while shopping or at the gym, post a photo of their food plate before dinner. This adds up to an average of about 32 minutes of Facebook time on their phone every day – for two minutes and 22 seconds each time.This was according to a study from analytics firm IDC, which surveyed 7,446 men and women between the ages of 18 and 44 to find out more about their smartphone habits. Of course, most of it confirmed what we knew all along. For example, 79 per cent of smartphone users reach for their devices within 15 minutes of waking up, with 62 per cent grabbing for their phones immediately. When it comes to 18-24 year olds, the numbers rise to 89 per cent and 74 per cent respectively. Given that the survey was sponsored by Facebook, most of the questions focus on the social network. It found that 70 per cent of smartphone users are frequent Facebook visitors, with more than half of them checking it every day. In fact, some 25 per cent couldn’t remember the last time their phones hadn’t been on them or in the same room, while 79 per cent admitted their phones were out of reach for just two hours every day. Unfortunately, most still dismiss Facebook as not being appropriate for business, but the findings beg to differ. If you are working with or targeting young professionals then you should certainly be considering Facebook as part of your marketing and communications mix. And many companies now recognise that Facebook is a good platform for engaging with the over 50s as they are the fastest growing group of users. This can, of course, be done in a number of methods and it gives you leeway to experiment because even if someone doesn’t engage with your business the first time, you have 13 more attempts to gain their attention before they’re done for the day!
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