Facebook | your next internet browser?

What’s happening?

Facebook is testing a new functionality that makes sure they retain their users, rather than losing them to other websites. The new Facebook app has a URL bar and the functionality to move back and forward through the browser history ensuring users rely less on default browsers such as Chrome (on Android) and Safari (on Apple devices).

Our take

Web browsers have long been the go-to software program for internet users on desktop. But the popularity of mobile devices has seen apps prevail – Facebook’s app being one of the most popular.

With 13m Facebook users active per month in Australia, it is no wonder that the company would want to keep these users engaged and minimise their dependency on other apps to deliver information from the web.

Browsing the Internet on Facebook means that Facebook’s app not only remains the most popular social platform, it could also take over our browsing habits as well.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.