{"id":2233,"date":"2022-09-26T11:43:25","date_gmt":"2022-09-26T08:43:25","guid":{"rendered":"https:\/\/bionluk.com\/blog\/?p=2233"},"modified":"2022-09-26T12:09:31","modified_gmt":"2022-09-26T09:09:31","slug":"gen-z-ve-facebook","status":"publish","type":"post","link":"https:\/\/bionluk.com\/blog\/dijital-pazarlama\/gen-z-ve-facebook","title":{"rendered":"Gen Z ve Facebook: Kalp K\u0131ran Bir Hikaye"},"content":{"rendered":"\n

Aylard\u0131r en \u00e7ok indirilen uygulamalarda<\/a> ba\u015f\u0131 \u00e7eken ve di\u011fer t\u00fcm uygulamalar\u0131n \u201ctaklit\u00e7i\u201d \u00e7abalar\u0131n\u0131n odak noktas\u0131nda olmaya devam eden TikTok\u2019un bu g\u00f6z kama\u015ft\u0131ran ve abart\u0131l\u0131 d\u00fcnyas\u0131n\u0131 g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131nda, bug\u00fcnlerde \u00f6zellikle gen\u00e7 kullan\u0131c\u0131lar\u0131n Facebook veya Instagram\u2019a k\u0131yasla daha \u00e7ok TikTok’a giri\u015f yapt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor olabilirsin.<\/p>\n\n\n\n

Fakat data.ai’den<\/a> gelen yeni verilere g\u00f6re, durum asl\u0131nda b\u00f6yle de\u011fil:<\/p>\n\n\n\n

“Facebook, Z ku\u015fa\u011f\u0131n\u0131n ayl\u0131k aktif kullan\u0131m\u0131na g\u00f6re asl\u0131nda ABD’deki bir numaral\u0131 sosyal medya <\/a>uygulamas\u0131, aktif kullan\u0131c\u0131 verilerine g\u00f6re ise TikTok d\u00f6rd\u00fcnc\u00fc s\u0131rada yer al\u0131yor.”<\/em><\/p>\n\n\n\n

\"data.ai<\/em><\/p>\n\n\n\n

Sana da \u015fa\u015f\u0131rt\u0131c\u0131 gelmi\u015f olabilir mi?<\/p>\n\n\n\n

Asl\u0131nda d\u00fcr\u00fcst olmak gerekirse, pek de \u00f6yle de\u011fil.<\/p>\n\n\n\n

Yukar\u0131daki ikinci listede g\u00f6rebilece\u011fin \u00fczere, Instagram, TikTok, Snapchat, BeReal ve Reddit, ABD\u2019nin genel n\u00fcfusuna k\u0131yasla daha \u00e7ok Z ku\u015fa\u011f\u0131 taraf\u0131ndan kullan\u0131l\u0131yor. Ancak gen\u00e7ler genel olarak Facebook, Messenger ve Instagram\u2019a hala daha s\u0131k giri\u015f yap\u0131yor.<\/p>\n\n\n\n

data.ai’nin en son kullan\u0131m raporunda, bu uygulamalar\u0131n her birinde gen\u00e7lerin tam olarak ne yapt\u0131\u011f\u0131 ve vakitlerini nas\u0131l ge\u00e7irdiklerine ili\u015fkin baz\u0131 \u00f6nemli de\u011fi\u015fkenler yer al\u0131yor.<\/p>\n\n\n\n

\u0130lk olarak, Data.ai’ye g\u00f6re ger\u00e7ek kullan\u0131mda;<\/p>\n\n\n\n

“Pew Ara\u015ft\u0131rma Merkezi’ne g\u00f6re Z ku\u015fa\u011f\u0131, son y\u0131llarda sosyal medya kullan\u0131m\u0131nda d\u00fc\u015f\u00fc\u015f bildiren tek nesil. Ancak, sosyal medyay\u0131 ne s\u0131kl\u0131kla kulland\u0131\u011f\u0131m\u0131z\u0131 d\u00fc\u015f\u00fcnmemiz ile ger\u00e7ek kullan\u0131m d\u00fczeyimiz aras\u0131nda bir fark var. Data.ai’nin verileri, be\u015f b\u00fcy\u00fck pazardaki Z ku\u015fa\u011f\u0131 kullan\u0131c\u0131lar\u0131n\u0131n, MAU\u2019nun (monthly active users \u2013 ayl\u0131k aktif kullan\u0131c\u0131lar) en iyi on sosyal medya uygulamas\u0131 aras\u0131nda di\u011fer t\u00fcm ya\u015f gruplar\u0131ndan daha fazla etkile\u015fimde bulundu\u011funu g\u00f6steriyor. Z ku\u015fa\u011f\u0131, sosyal medya uygulamalar\u0131na G\u00fcney Kore’deki Y ku\u015fa\u011f\u0131na g\u00f6re %12, ABD’dekilere g\u00f6re %19 ve Almanya’dakilere g\u00f6re ise %30’a varan oranda daha fazla eri\u015fiyor.\u201d<\/em><\/p>\n\n\n\n

\"data.ai<\/em><\/p>\n\n\n\n

Pew Research<\/a> taraf\u0131ndan at\u0131fta bulunulan rapor, 18-29 ya\u015f aras\u0131 kullan\u0131c\u0131lar\u0131n sosyal medya uygulamalar\u0131n\u0131 daha az kulland\u0131klar\u0131n\u0131 bildirirken, di\u011fer t\u00fcm demografik gruplar\u0131n sosyal medya uygulamalar\u0131nda ge\u00e7irdikleri s\u00fcreyi art\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n\n\n\n

Ancak data.ai’nin analizleri, kay\u0131tl\u0131 kullan\u0131c\u0131lardan al\u0131nan veriler arac\u0131l\u0131\u011f\u0131yla ger\u00e7ek kullan\u0131ma dayan\u0131yor. Bu da, her bir demografik dilimdeki kullan\u0131c\u0131lar\u0131n ger\u00e7ek d\u00fcnyadaki kullan\u0131m d\u00fczeylerini g\u00f6steriyor. Analiz bir yandan da, gen\u00e7 kullan\u0131c\u0131lar\u0131n ger\u00e7ekten de sosyal medya uygulamalar\u0131nda di\u011fer ki\u015filerden \u00e7ok daha aktif oldu\u011funu \u00f6ne s\u00fcrerek, gen\u00e7lerin sosyal hayattan tamamen uzakla\u015ft\u0131\u011f\u0131na dair olan kan\u0131y\u0131 ortadan kald\u0131r\u0131yor.<\/p>\n\n\n\n

Yine de data.ai analizinin yaln\u0131zca Android cihazlar\u0131 temel ald\u0131\u011f\u0131n\u0131 ve bunun da baz\u0131 pazarlarda di\u011ferlerinden daha \u00f6nemli oldu\u011funun alt\u0131n\u0131 \u00e7izmek gerekiyor. iOS, Kuzey Amerika’da insanlar\u0131n yakla\u015f\u0131k %53’\u00fc<\/a> taraf\u0131ndan kullan\u0131l\u0131rken, Birle\u015fik Krall\u0131k’ta iki platform aras\u0131ndaki bu oran yakla\u015f\u0131k olarak yar\u0131 yar\u0131ya.<\/a><\/p>\n\n\n\n

Android, G\u00fcney Kore pazar\u0131n\u0131n yakla\u015f\u0131k %38’ini<\/a> elinde tutarken, bu oran Almanya’da yakla\u015f\u0131k %66’ya<\/a> kar\u015f\u0131l\u0131k gelmekte.<\/p>\n\n\n\n

Sadece bunu g\u00f6z \u00f6n\u00fcne alarak bu verilerin yeterince kapsay\u0131c\u0131 oldu\u011funu s\u00f6yleyemeyiz elbet. Ancak analizlerin kapsam\u0131, teorinin aksine ger\u00e7ek d\u00fcnyadaki sosyal medya uygulamalar\u0131n\u0131n kullan\u0131m\u0131na ili\u015fkin baz\u0131 ek de\u011ferlendirmeler sa\u011flayan genel e\u011filimlerin g\u00f6stergesi olacak kadar da kapsaml\u0131.<\/p>\n\n\n\n

Ancak muhtemelen en \u00f6nemli ko\u015ful, her g\u00fcn bir uygulamaya giri\u015f yapan kullan\u0131c\u0131lar ile her platformda daha fazla zaman harcayan kullan\u0131c\u0131lar aras\u0131ndaki farkl\u0131l\u0131k ile alakal\u0131.<\/p>\n\n\n\n

Yukar\u0131daki MAU grafi\u011fi, \u00f6rne\u011fin ailesinden veya arkada\u015flar\u0131ndan gelen g\u00fcncellemeleri kontrol etmek i\u00e7in Facebook’a giri\u015f yapan, ancak daha sonra kendini TikTok’taki klipler aras\u0131nda gezinirken bulan ve bir anda as\u0131l giri\u015f amac\u0131ndan \u00e7ok daha fazla zaman harcayan herkesi i\u00e7eren aktif kullan\u0131c\u0131lar\u0131 g\u00f6steriyor.<\/p>\n\n\n\n

Bu, bir\u00e7ok ki\u015finin g\u00f6zden ka\u00e7\u0131rd\u0131\u011f\u0131 ve ger\u00e7ek kat\u0131l\u0131m\u0131n bir \u00f6l\u00e7\u00fcs\u00fc olarak tek ba\u015f\u0131na MAU istatistiklerinin neden art\u0131k konuyla daha az alakal\u0131 oldu\u011funa dair \u00f6nemli bir veri noktas\u0131.<\/p>\n\n\n\n

“Z Ku\u015fa\u011f\u0131, analiz edilen be\u015f pazar i\u00e7inde en sevdikleri sosyal medya uygulamalar\u0131yla daha s\u0131k etkile\u015fime giriyor olsa da bu veri, harcanan zaman\u0131n yo\u011funlu\u011fu ile her zaman do\u011fru orant\u0131l\u0131 olmak zorunda de\u011fil. Asl\u0131nda hem Almanya hem de ABD’deki ortalama X Ku\u015fa\u011f\u0131, sosyal medya uygulamalar\u0131nda Z Ku\u015fa\u011f\u0131na k\u0131yasla %25 daha fazla zaman harc\u0131yor.”<\/em><\/p>\n\n\n\n

\"data.ai<\/em><\/p>\n\n\n\n

\u0130nsanlar belirli periyotlarla her g\u00fcn veya her ay baz\u0131 uygulamalara giri\u015f yap\u0131yor olsa da, bu platformlarda ger\u00e7ekten vakit ge\u00e7irip ge\u00e7irmedikleri art\u0131k yapbozun daha b\u00fcy\u00fck bir par\u00e7as\u0131. Bu veriler, \u00f6zellikle eri\u015fimi ve yank\u0131 uyand\u0131rmay\u0131 en \u00fcst d\u00fczeye \u00e7\u0131karmak isteyen pazarlamac\u0131lar\u0131n, reklamlar\u0131n nerede yay\u0131nlayaca\u011f\u0131na karar vermelerini sa\u011flamalar\u0131 ad\u0131na giderek daha kritik ve niteleyici bilgiler haline geliyor.<\/p>\n\n\n\n

Gen\u00e7 kullan\u0131c\u0131lar\u0131n hala Facebook, Messenger ve Instagram’a \u00e7ok y\u00fcksek bir s\u0131kl\u0131kta giri\u015f yapmalar\u0131, Meta’n\u0131n aktif kullan\u0131c\u0131 istatistiklerini desteklemeye yard\u0131mc\u0131 oluyor. Ancak \u015fu bir ger\u00e7ek ki Instagram, TikTok ve Snapchat’te etkile\u015fime girmek, zaman ge\u00e7irmek ve ileti\u015fim kurmak i\u00e7in daha fazla zaman harc\u0131yorlar.<\/p>\n\n\n\n

Bu, 2012’den beri<\/a> Facebook kullan\u0131m\u0131n\u0131n gen\u00e7 kullan\u0131c\u0131lar aras\u0131nda s\u00fcrekli d\u00fc\u015f\u00fc\u015fte oldu\u011funu g\u00f6steren Meta’n\u0131n kendi ara\u015ft\u0131rmas\u0131yla da uyum g\u00f6steriyor.<\/p>\n\n\n\n

\"Facebook<\/p>\n\n\n\n

Facebook art\u0131k \u201chaval\u0131\u201d bir platform de\u011fil, ki bunun kimseyi \u015fa\u015f\u0131rtt\u0131\u011f\u0131n\u0131 da d\u00fc\u015f\u00fcnm\u00fcyoruz. Fakat ne olursa olsun, o kadar \u00f6nemli bir ba\u011flant\u0131 arac\u0131 haline geldi ki insanlar hala d\u00fczenli olarak Facebook’a giri\u015f yap\u0131yor. Ancak “ayl\u0131k aktif kullan\u0131c\u0131lar” verisinin, insanlar\u0131n platformlarda yo\u011fun bir \u015fekilde etkile\u015fimde bulunduklar\u0131 veya zamanlar\u0131n\u0131n \u00e7o\u011funu en iyi MAU uygulamalar\u0131nda ge\u00e7irdikleri anlam\u0131n\u0131 ta\u015f\u0131mad\u0131\u011f\u0131n\u0131 ak\u0131lda tutmak olduk\u00e7a \u00f6nemli.<\/p>\n\n\n\n

data.ai’nin en son ara\u015ft\u0131rmas\u0131, MAU’nun uygulama performans\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in miad\u0131n\u0131 doldurmu\u015f bir \u00f6l\u00e7\u00fcm tekni\u011fi oldu\u011funu ve ger\u00e7ekte ihtiyac\u0131m\u0131z olan \u015feyin harcanan ortalama s\u00fcre oldu\u011funu g\u00f6steriyor.<\/p>\n\n\n\n

Meta, 2016 y\u0131l\u0131nda<\/a> insanlar\u0131n Facebook, Instagram ve Messenger’\u0131 kullanarak g\u00fcnde ortalama 50 dakikadan fazla zaman harcad\u0131\u011f\u0131n\u0131 payla\u015ft\u0131\u011f\u0131ndan beri bu bilgiyi tekrar yay\u0131nlam\u0131yor.<\/p>\n\n\n\n

Bu istatisti\u011fi 2016\u2019dan beri g\u00fcncellememi\u015f olmas\u0131n\u0131n sebebi, muhtemelen bu oran\u0131n daha fazla artmad\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Bununla beraber eMarketer<\/a> ise, aktif kullan\u0131c\u0131lar\u0131n her uygulamada harcad\u0131\u011f\u0131 zamana ili\u015fkin kendi tahminlerini sa\u011fl\u0131yor.<\/p>\n\n\n\n

\"eMarketer<\/sub><\/p>\n\n\n\n

<\/p>\n\n\n\n

Bu veri, uygulamalar\u0131n kendileri taraf\u0131ndan onaylansayd\u0131, olduk\u00e7a de\u011ferli planlama verileri olabilirdi. Ancak ayn\u0131 zamanda, baz\u0131lar\u0131n\u0131n bunun yerine neden MAU (monthly active users \u2013 ayl\u0131k aktif kullan\u0131c\u0131lar)  ve DAU\u2019ya (daily active users \u2013 g\u00fcnl\u00fck aktif kullan\u0131c\u0131lar ) ba\u011fl\u0131 kalmay\u0131 tercih etti\u011fini g\u00f6rebilirsin.<\/p>\n\n\n\n

Ancak bunlar, sosyal medya kullan\u0131m e\u011filimlerini anlamak i\u00e7in en iyi \u00f6l\u00e7\u00fcmler de\u011filler. Hedef kitlenin nerelerde aktif oldu\u011funu ger\u00e7ek anlamda anlamak istiyorsan en \u00fcst s\u0131radaki rakamlardan daha derine inmen \u00f6nem arz ediyor.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook ger\u00e7ekten TikTok’a yenildi mi? Ara\u015ft\u0131rma sonu\u00e7lar\u0131 sand\u0131\u011f\u0131m\u0131zdan biraz farkl\u0131 g\u00f6r\u00fcn\u00fcyor. Hemen t\u0131kla ve ke\u015ffet!<\/p>\n","protected":false},"author":1,"featured_media":2238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[5],"tags":[],"uagb_featured_image_src":{"full":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-150x150.jpg",150,150,true],"medium":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-300x200.jpg",300,200,true],"medium_large":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-768x512.jpg",768,512,true],"large":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-2048x1365.jpg",2048,1365,true],"ruki-hero-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1600x680.jpg",1600,680,true],"ruki-single-uncropped-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1250x833.jpg",1250,833,true],"ruki-single-landscape-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1250x834.jpg",1250,834,true],"ruki-single-portrait-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1250x1875.jpg",1250,1875,true],"ruki-single-square-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-1250x1250.jpg",1250,1250,true],"ruki-landscape-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-900x600.jpg",900,600,true],"ruki-portrait-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-600x900.jpg",600,900,true],"ruki-square-image":["https:\/\/bionluk.com\/blog\/wp-content\/uploads\/2022\/09\/VNU_M640_04-600x600.jpg",600,600,true]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/bionluk.com\/blog\/author\/admin"},"uagb_comment_info":0,"uagb_excerpt":"Facebook ger\u00e7ekten TikTok'a yenildi mi? Ara\u015ft\u0131rma sonu\u00e7lar\u0131 sand\u0131\u011f\u0131m\u0131zdan biraz farkl\u0131 g\u00f6r\u00fcn\u00fcyor. Hemen t\u0131kla ve ke\u015ffet!","_links":{"self":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2233"}],"collection":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/comments?post=2233"}],"version-history":[{"count":3,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2233\/revisions"}],"predecessor-version":[{"id":2240,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/posts\/2233\/revisions\/2240"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/media\/2238"}],"wp:attachment":[{"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/media?parent=2233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/categories?post=2233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bionluk.com\/blog\/wp-json\/wp\/v2\/tags?post=2233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}