On Monday, 24 August, one in every seven people across the world logged onto the largest social network, Facebook.
In 2012, Facebook reached one billion monthly active users (MAU) and the company says it now has 1.3 billion MAUs. However, earlier this week saw the first day the network had over a seventh of the world's population log on.
Facebook CEO Mark Zuckerburg chose his own Facebook page to announce the achievement yesterday: "When we talk about our financials, we use average numbers, but this is different. This was the first time we reached this milestone, and it's just the beginning of connecting the whole world."
"This illustrates how Facebook continues to grow and gain traction, which contradicts the sceptics who tend to base their doubt on their own perspectives," says World Wide Worx MD Arthur Goldstuck. He believes those who choose to leave the network will soon want to return.
The fact mobile advertising revenue represents more than 50% of the total advertising revenue is a sign Facebook is not only about the elite and reaches a vast audience, says Goldstuck. "Expect Facebook advertising to sky-rocket even further.
"All networks do have a lifecycle and Facebook will eventually hit a wall. It will be impossible for it to continue growing at this rate but it is in no danger of dropping at the moment.
"This milestone positions the network as a very powerful tool for all sorts of things from advertising to social movements."
Facebook was able to take a niche product for university students and turn it into a constantly-evolving everyday-tool used by all age groups and demographics, says Retroviral MD Mike Sharman.
"For marketers, Facebook is the default bow in their arsenal simply because it is the platform everyone is on, and the targeting abilities of their adverts are so honed.
"Businesses don't even have to have a company page on the platform ? they can use an influencer within the space they are targeting ? and place Facebook adverts through them, leveraging off their audience," says Sharman.
Goldstuck says the one billion mark will persuade other platforms like Google and WeChat to double their efforts to grow their markets.
In South Africa, there are 12 million Facebook users, and around 85% make use of the platform on mobile, says Goldstuck.
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