Facebook has announced that it has reached a significant milestone in Africa and as of June 2014 it had 100 million active users in the continent. With these new figures, One in two people in Africa who are connected to the Internet use Facebook. The social networking site also revealed that 80% of its users access the website via mobile phones.
Globally, Facebook has 1.3 billion active users and this shows that 7.7% of its users are from Africa. This is not so bad for a continent where internet penetration is still low while data costs remain high for most people.
In a statement Facebook said,
As in all corners of the globe, people in African countries use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. With the dramatic shift to mobile happening in high-growth countries, this transition means connectedness — to people, organizations, businesses (and customers) around the world.
Facebook also added that the one-size-fits-all approach is not working at all and it needs to build and remodel it products to address the diverse needs of it users globally. The company said,
From testing new ad units based on how people connect with each other, to enabling advertisers to customize campaigns for people depending on their device and connection speeds, we’re learning, testing and optimizing to provide the best experience for the next wave of people coming online.
Facebook said that working alone is not the best strategy and revealed that the company has and will continue working with partners such as Unilever that have shown commitment to global health and well-being. The company said that it will be working with partners to test solutions across countries such as Kenya, Nigeria and South Africa.
Unilever through its Director of Global Media, Jay Altschuler said “At Unilever we believe in putting people first. It’s our mission to connect our brands with the people we serve in order to help improve people’s health and well-being and enhance livelihoods. And we have found in Africa the best way to engage the people we serve is through mobile.”