adoption Archives


Facebook is about to announce the results of a major initiative to make its services accessible to those at the bottom of the pyramid who do not yet use smartphones. More than 100 million people, or roughly one out of eight of its mobile users worldwide, now regularly access the social network from more than 3,000 different models of feature phones, some costing as little as $20. Many of those users, who rank among the world’s poorest people, pay little or nothing to download their Facebook news feeds and photos, with the data usage subsidized by phone carriers and manufacturers. We saw this phenomenon back in 2011 when our researchers were in the field in Indonesia and heard them say they use Facebook, but not the Internet. I have also discussed the possible rationale for serving low-income users who may not be generating revenue at this time.