In a recent survey by 33Across, 80% of US Advertisers believe that Facebook is less important when compared to the rest of the web, which is up 23% from March. Survey respondents were across all categories, including automotive, CPG, financial services, retail and travel.
Key findings from the survey include:
- 70% of respondents now focus 80% of their attention on the rest of the web versus Facebook.
- Five and half times as many respondents, as compared to pre-IPO, now say that they are planning on decreasing their Facebook spend.
- 96% of respondents also said that they are very concerned about “understanding and driving ROI from big data” and 82% are concerned about integrating the data.
In another recent story by Ad Age, Facebook is also seeing a shift in behavior from its teen population. Teens are now opting to use Facebook as way to share memories of past events, while they spend more and more time in the present, chatting with friends on Twitter.
Though it is important to note the shift in behavior of both advertisers and teens on Facebook, it is also important to note that neither are abandoning the platform. Facebook still remains an important resource for advertisers to glean first party data and for teens to socially connect with others.
What do you think the future of Facebook will be?