Facebook: Local shopping discovery in the age of mobile

Albrecht Kúfner and Greta Baisch

Facebook, the social networking service, looked into local shopping habits across a number of markets and the need for a mobile-friendly digital presence, by integrating survey data with Facebook's internal data to maximize insights.

Preface

Local is still important; the mobile phone helps to reinvent the high street; and mobile and social connections offer significant opportunities for local businesses to grow.

In a segmentation study conducted among consumers and small businesses across eight countries, Facebook and their research partner FactWorks looked into local shopping habits and the need fora mobile friendly digital presence, integrating survey data together with Facebook internal data to maximize insights. Results were used to create two standalone segmentations for consumers and local businesses and a typing tool offers opportunities to scale the research into other markets.

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