It’s said software is eating the world, and it appears Facebook is eating media in the U.K.
Emarketer predicts Facebook will account for 9.7 percent of all U.K. digital ad spending by 2016, or roughly 3 percent of the entire paid media market in the U.K., given digital accounts for a third of the advertising market. Research released at the same time by comScore also found Facebook served a quarter of all desktop display ads in the U.K. in August 2014.
Here’s a look at the numbers behind this rapid growth.
Reach and engagement are high
Facebook reaches over 70 percent of the U.K.’s digital population according to comScore’s U.K. Digital Market Overview report released in June. It’s not quite the biggest platform in terms of reach, as this chart shows, but it’s the fourth most widely used site in the U.K.
As well as reach, keeps its users coming back for more. Facebook says 26 million people in the U.K. come back to Facebook every day and 23 million of those users come back via mobile. In addition, it claims people typically check their Facebook news feed 14 times each day.