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Moments That Matter: Digital Twists to Classic Rituals as People Go Mobile
Greta Baisch (Facebook), Yini Guo (Facebook)
This research provides new angles to traditional audience research as consumers shift to mobile. It brings to life the emerging rituals of life moments through analysis of Facebook and Instagram data. We focused on people who recently got married, broke up or celebrated a (milestone) birthdays and found: 1) Life events are celebrated in many ways on Facebook and Instagram.E.g. 50% of Facebook newlyweds in 2015 announced their engagement within 48 hours. 2) New digital, mobile and social rituals are emerging, which will eventually become a part of the memories of major life moments. E.g. 25% of newlyweds on Instagram used a personalized wedding hashtag. E.g. The weeks before and after break up mark more Facebook and Instagram usage and more Facebook Event activity. 3) Purchase behavior changes around special moments in people’s lives, signalling a great opportunity for advertisers to target. E.g. Facebook sees retail purchases made across mobile and desktop increase by 3X in the 3 months leading up to the wedding.
