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How much time do business decision makers spend on Facebook?
For business decision makers, the median amount of time spent on Facebook per day was 74% higher than other people on the platform. They use it more weeks a month, more days a week, and more minutes per day than the average person.
Business decision makers frequently engage on Facebook
Compared to all people on Facebook,1 BDM are:
2Xmore likely to be a daily active user
1.9Xmore likely to be active in the last 7 days
We also took a look at decision makers within the IT industry
Compared to all people on Facebook,1 ITDM are:
2.2Xmore likely to be a daily active user
2.1Xmore likely to be active in the last 7 days
2.0Xmore likely to be active in the last 30 days
So, if we know that this group is spending significantly more time on Facebook than the average Facebook user, the next question we have to answer is: how are they spending that time? We looked deeper and found that business decision makers spent 15% of their time using desktop, whereas the average person only spent 10% of their time. In the IT industry, that number jumps to 23%. This may indicate that these people are using Facebook at work.
However, mobile is still king for business decision makers; we found that business decision makers, regardless of industry, spend about 60% of their Facebook time on mobile. However, while they may heavily prefer mobile, they may have Facebook running on their work desktop throughout the day.
Many also use Messenger to communicate with their coworkers, indicating that they not only use Facebook at work, but at times, they use it for work.
What it means for marketers
Reach people where they are.
Business decision makers are making important decisions throughout their work day — and they're also on Facebook during their work day. That means you have the potential to reach this important audience throughout the day, not simply when they are making a purchase or at peak television hours. Consider the device preference of your audience and know that their online journey spans devices throughout the day, including heavy use of desktop by decision makers in the IT industry, for example.
Optimize for mobile... and desktop.
It’s likely that you’ll reach your target audience while they’re at work, which means they could be on mobile or desktop—or both. Optimize your creative and media for cross-device delivery and consider integrating Messenger into your strategy.
