我们获得了之前从未公开过的运营数据，披露了Facebook在海外市场的用户增长情况。Facebook日前给部分合作伙伴发去了一份名为“The Annual”的电子报告，我也从知情人士那里获得了一份，里面的数据完全与Facebook业务有关。这份报告披露了一些重要海外市场的用户数据，以德国为例，Facebook如今在该国的桌面端用户数达到2500万，而移动端用户数也达到1800万。

在此之前，Facebook只是按地区（包括多个国家）发布覆盖桌面端和移动端的合并用户数据，将移动端用户数计入全球用户数据。这样，我们就不清楚在世界哪些地区，Facebook移动端的用户数正在呈现增长之势。截至2013年9月份，Facebook移动端月活跃用户数达8.74亿，日活跃用户数为5.07亿，而覆盖所有设备的月活跃用户总数则为11.9亿。

过去几个季度，我一直呼吁Facebook公布更详细的海外市场移动用户数据。今年8月，Facebook部分满足了我的要求，向我提供了该公司在美国和英国发展的具体数据，详见下面的图表。

虽然Facebook承诺在海外移动用户增长的问题上会更加透明，最终会按不同国家公布此类数据，但迄今为止这家社交网站巨头并未兑现其诺言。不过，在一份发给欧洲、中东营销合作伙伴的题为“The Annual”的报告中，Facebook在德国、法国、西班牙、意大利、瑞典、土耳其和以色列等国的移动用户数据也随之浮出水面。

这份报告中还引用了多位Facebook高管说过的颇令人感兴趣的话，如产品副总裁克里斯·考克斯（Chris Cox）表示：“我们从不会成为一家媒体公司。善于制造内容的媒介的发展史并不会辉煌”。此外，报告中还包括大量以Facebook为主题的插图、对马克·扎克伯格（Mark Zuckerberg）和凯文·希斯特罗姆（Kevin Systrom）的采访，以及受Facebook影响的购物和旅游支出数据等。

当然，最令人感兴趣的仍然是Facebook之前从未公布过的海外市场用户增长数据，以下即是具体数据：

• 德国–日活跃用户1900万，月活跃用户2500万（43%的德国网民是Facebook的用户，76%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户1300万，月活跃用户1800万（占德国手机用户总数的27%）
• 法国–日活跃用户1800万，月活跃用户2600万（63%的法国网民是Facebook的用户，69%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户1100万，月活跃用户1700万（占法国手机用户总数的33%）
• 西班牙–日活跃用户1200万，月活跃用户1800万（58%的西班牙网民是Facebook的用户，67%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户810万，月活跃用户1300万（占西班牙手机用户总数的32%）
• 意大利–日活跃用户1700万，月活跃用户2300万（71%的意大利网民是Facebook的用户，74%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户1000万，月活跃用户1600万（占意大利手机用户总数的32%）
• 瑞典–日活跃用户380万，月活跃用户490万（57%的瑞典网民是Facebook的用户，78%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户300万，月活跃用户400万（占瑞典手机用户总数的53%）
• 土耳其–日活跃用户1900万，月活跃用户950万；在移动端，日活跃用户950万，月活跃用户2000万
• 以色列–日活跃用户270万，月活跃用户380万（71%的月活跃用户每天都更新Facebook）；在移动端，日活跃用户200万，月活跃用户290万

这些数据表明，在欧洲和中东部分地区，Facebook正成功完成向移动端的转型，在上述国家，超过50%的用户通过移动端访问Facebook。Facebook的小屏幕界面在瑞典尤其受欢迎，该国81%的用户都来自于移动端。

Facebook在德国的数据则表明，本地社交网站StudiVZ及其对隐私的高度重视，已经让Facebook在该国的用户增长出现放缓。目前，只有43%的的德国网民是Facebook用户，27%的德国手机用户通过移动端访问Facebook，两个比例均低于上面提到的国家。尽管如此，Facebook在德国的用户总数仍然达到2500万。

虽然Facebook因过于依赖HTML5，以及在移动端投放显示广告的时间稍晚而犯下大错，但该公司现在正以事实证明，它可以从桌面端以外的平台赚钱。与此同时，开发者也愿意购买移动应用安装广告，这些广告可以帮助他们提升下载量，在拥挤的应用商店也更容易被用户发现。正因为如此，全球移动用户增长才让华尔街激动不已。

同时，海外扩张还有助于Facebook避免受到美国本土市场行为变幻莫测的青少年的影响，市场研究人员担心Facebook可能会在年轻人当中失去号召力。一些调查结果显示，青少年根本不希望父母出现在Facebook上面。不过，根据有关“社会期许偏误”（Social Desirability Bias）调查结果，Facebook或许有能力抵消这种负面影响。社会期许偏误可能会鼓励青少年继续使用十年之久的Facebook，而不是真正从事听上去炫酷的事情。

Facebook是真的需要迎合青少年，还是可以作为一个不赶时髦但无处不在的实体而独立壮大，目前尚不得而知。随着青少年从一个社交应用涌向另一个社交应用，成年人可能也会效仿，或者他们认为青少年只是在赶下一个热门潮流。但无论如何，Facebook越能在全世界塑造“移动为先”的服务形象，它逃离束缚、成为互联网持久性、制度化一部分的几率就越大。

英文原文：

TechCrunch has obtained never before published metrics showing Facebook’s international growth. Facebook sent some partners a playfully illustrated eMagazine called The Annual, but I’ve acquired a copy from a source and the stats inside are serious business. The report divulges user counts for some key international markets like Germany, which now has 25 million users, and 18 million mobile users.

Previously, Facebook had only shared combined web and mobile user counts by multi-country region, and its mobile user counts as global totals. The problem is that hides what parts of the world are driving its mobile growth, which has brought it to a total of 874 million monthly mobile users and 507 million daily mobile users as of September 2013, out of a total 1.19 billion month user across all devices.

So for several quarters I called for Facebook to release more detailed international mobile stats. The company partly acquiesced in August, providing me with specific stats for the US and UK, seen in the graph below.

Though it vowed to be more transparent about international mobile growth and publicly release more of these country by country stats, it hasn’t done so yet. But buried inside its stylized “The Annual” report to European and Middle Eastern marketing partners are figures for Germany, France, Spain, Italy, Sweden, Turkey, and Israel.

The Annual includes some interesting quotes from Facebook executives including VP of Product Chris Cox, who said “We’re not ever going to be a media company. There’s not a great history of mediums becoming good at creating content.” There’s also plenty of Facebook-themed illustrations (seen in this post) case studies, interviews with Mark Zuckerberg and Kevin Systrom, and stats on shopping and travel spending influenced by Facebook.

Facebook CastleIt’s the previously unpublished international growth stats that are most fascinating, though, and here they are:

• Germany – 19 million daily active users, 25 million monthly active users (43% of German Internet users are on Facebook, 76% of monthly users return daily), 13 million mobile DAU, 18 million mobile MAU (27% of German mobile phone users)
• France – 18 million DAU, 26 million MAU (63% of French Internet users are on Facebook, 69% of monthly users return daily), 11 million mobile DAU, 17 million mobile MAU (33% of French mobile phone users)
• Spain – 12 million DAU, 18 million MAU (58% of Spanish Internet users are on Facebook, 67% of monthly users return daily), 8.1 million mobile DAU, 13 million mobile MAU (32% of Spanish mobile phone users)
• Italy – 17 million DAU, 23 million MAU (71% of Italian Internet users are on Facebook, 74% of monthly users return daily, ), 10 million mobile DAU, 16 million mobile MAU (32% of Italian mobile phone users)
• Sweden – 3.8 million DAU, 4.9 million MAU (57% of Swedish Internet users are on Facebook, 78% of monthly users return daily) , 3 million mobile DAU, 4 million mobile MAU (53% of Swedish mobile phone users)
• Turkey – 19 million DAU, 33 million MAU, 9.5 million mobile DAU, 20 million mobile MAU
• Israel – 2.7 million DAU, 3.8 million MAU (71% of monthly users return daily), 2 million mobile DAU, 2.9 million mobile MAU

[Update: Facebook previously trickled out a few of these stats to press in their respective countries, but many of these figures have not appeared elsewhere, and never together in a way that allows for cross-region analysis.]

The numbers show that Facebook is successfully making the shift to mobile in Europe and parts of the Middle East, with all the listed countries seeing well over 50% of total users accessing from mobile. Facebook’s small-screen interface is especially popular in Sweden where over 81% of users are on mobile.

The stats on Germany show that local social network StudiVZ and the populace’s strong focus on privacy may have slowed Facebook’s growth in the country. Only 43% of German Internet users and 27% of German mobile phone users are on Facebook — lower percentages than the other countries noted. Still, Facebook has built a 25 million-strong user base in Germany.

While Facebook made a big mistake relying on HTML5 and was slow to start displaying ads on mobile, it’s now demonstrating it can earn serious money outside of the desktop. Developers have proven willing to pay for mobile app install ads that help them score downloads and get discovered despite the crowded app stores. That’s why mobile user growth around the world could excite Wall Street.

It could also insulate Facebook from the fickleness of teens at home in the United States where there are worries that the social network may be losing its “cool” with the youth. Surveys say teens hate the presence of their parents on Facebook. However, survey results may be skewed against the company by the Social Desirability bias, which may encourage kids to say they use the decade-old Facebook less than they actually do to sound cool.

It’s unclear whether Facebook actually needs to be loved by teens or if it can thrive as an unhip but ubiquitous utility. As kids flock from one social app to the next, adults might follow them, or they might simply dismiss the teens as chasing the next fad. Either way, the more Facebook can establish itself as a mobile-first service around the globe, the better chance it has at escaping churn and instead becoming an enduring, institutionalized piece of the Internet.

via：TechCrunch

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