The Thirst for Mobile
1 in 2 people surveyed in the US have tried drinks that friends or family posted on Facebook. Learn how beverage buyers are going mobile.
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More than 1 in 3 people in the US use Facebook or Instagram while at a restaurant or bar, and our data also reveals that many post photos and opinions of that #coffee or #craftbeer they’re drinking.1 This content then inspires others to take a sip: 50% of US people surveyed say they’ve tried drinks that friends and family posted about on Facebook.2
To find out more about the new US beverage path to purchase, Facebook IQ analyzed conversation data on Facebook and Instagram and surveyed more than 1,000 people. Take a look at our findings to discover why beverage buyers are going mobile, and how you can infuse your campaigns with the latest palate-pleasing trends.
A short path to purchase, with smartphone in hand
People have always bought drinks in the spur of the moment when they felt thirsty, but today smartphones are shaping the path to purchase and disrupting it in new ways.
It begins as early, as in-feed discovery of new beverages. Younger consumers are particularly attuned to their devices as a well of inspiration: over 40% of Younger Millennials surveyed in the US agree that seeing pictures and videos on Facebook and Instagram helps them decide to try a new non-alcoholic beverage.3
Mobile also creates opportunities for beverage brands to become top of mind as people first embark on the shopping process. For instance, they use mobile to search for places where they might find a specific beverage product: 73% of people surveyed in the US say they use their smartphones to find local stores selling beverage products that they’re looking for.3
But beyond taking note of what friends drink or scoping out locations, mobile is how people share what they’re drinking in the context of the moments that matter most. Over 1 in 3 US diners enjoy taking pictures of what they’re eating and drinking.4 And in doing so, they’re sharing products that they’re interested in as well as what they value: in April-May 2017, #coffee or #wine were among the top 5 beverage-related hashtags on Instagram; #drinklocal was another top 5 beverage-related Instagram hashtag in the same period.5
So while the beverage path to purchase is short, the discussion is anything but minimal.
Drinks and digital go together
98% of the beverage conversation on Facebook in March 2017 happened on mobile.6 We looked at conversations in a single year and saw that, in addition to seasonal spikes, people talk more during cultural moments when they’re drinking — this includes the Big Game and coffee during National Coffee Day (naturally!).
A year’s worth of beverage conversation on
Facebook shows the moments that resonate7
Men and women drink and discuss differently
Men and women discuss drinks differently on Facebook. With non-alcoholic drinks, men like to talk about specific drinks and brands of drinks, while women discuss flavors, ingredients and health topics. With alcohol, men talk about brands and products, while women talk about special people and moments.8
Men talk brands, women talk details9
When discussing non-alcoholic drinks, people talk about a wide range of topics that we’ve bucketed into themes. With alcoholic beverages, the discussion is more niche and certain keywords pop.
Mobile brings trends to light
Our conversation growth tracker Topics to Watch shows the year-over-year growth of themes in beverages, which mirror real-life trends in the category and popular culture. For instance, in April and May 2017, people continued to buzz about coffee—the top beverage-related hashtag on Instagram during this period.10 Meanwhile, both the coffee and alcoholic beverage categories are seeing consumers focus on artisanship. It’s no longer just about consuming beverages, but also how people are making them.11
The online conversation reveals real-life beverage trends1
Our conversation growth tracker Topics to Watch showed the year-over-year growth of trending themes in beverages.2
What it Means for Marketers
Use mobile to meet people where they’re drinking:
A deep understanding of how people talk and consume drink-related content will open opportunities for beverage marketers. People buy drinks in bars, restaurants and stores, but TV can’t follow them there. Mobile—and, by extension, their friends—can. Complement your existing TV strategy with mobile in order to expand their consideration set, reach people closest to the moment of decision and help them validate a decision in a sea of competing options.
Learn more about what each demographic values:
Facebook audience and conversation data can help craft the right message for the right people. Our data shows that men tend to talk about specific brands and functional elements of the experience, like what they’re having in the moment, while women are interested in details (what’s in it) and people (who’s drinking, or who they’re drinking to honor). These nuances can help shape messaging, as well as creative targeting.
Keep a pulse on rising conversation topics to fuel product development:
Seasonal consumption patterns and rising conversation trends can help spark the next big thing to leverage in the world of beverages. Topics to Watch, our resource for organically rising conversations, can help fuel ideas for new product pipelines, while seasonal conversation trends can illustrate the right moment to introduce a product.
