Facebook Users are Accustomed to Multi-Tasking and Simple Methods of Engagement, says Sony Ericsson

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A high percentage of Facebook users are accustomed to multi-tasking whilst on the networking site, so simple methods of engagement, like quick games and easy to enter competitions, are likely to be more successful, according to Sony Ericsson.

A high percentage of Facebook users are accustomed to multi-tasking whilst on the networking site, so simple methods of engagement, like quick games and easy to enter competitions, are likely to be more successful, according to Sony Ericsson.

Research carried out by Morpace Inc found that 47% of people watch the television whilst using Facebook, 36% listen to music and 29% talk on the phone. The survey also revealed that 68% of Facebook users check their emails at the same time as surfing or gaming on the site, showing that, in addition to non web-based activities, tabbing back and forth to another webpage is familiar to many people.

Because doing more than one task at once is common, brands should not attempt to interact with fans on Facebook in complicated ways that require prolonged or high levels of concentration. Casual games are increasingly being used by brands within Facebook and the same rules should apply; ideally they should not have a time restrictions and they don't need to be played for long sessions.

The free online pinball game on Sony Ericsson's Facebook page does not require prolonged concentration so it allows users to flick back to their email or chat on the phone at the same time. One of the reasons behind its success appears to be the short game time. Analytics of the computer pinball game show the average game, playing three balls, takes just four minutes and five seconds. The socialised internet pinball game an ideal for the large percentage of people who choose to do another activity at the same time as using Facebook.

Ben Padley, Head of Digital and CRM for Sony Ericsson, said: "A large percentage of people don't give Facebook their full attention so short, swift methods of engagement that don't need lots of concentration work well on the site. The average time spent on a game of Emusicon Pinball, calculated from the 10,000 games played so far, is just over four minutes. It's bite sized and straightforward, which appears to be a style that is working very successfully on Sony Ericsson's global Facebook page."

For more information about Sony Ericsson and its products, visit sonyericsson.com.

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Pete Goold
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