The average American spends 40 minutes a day on Facebook. With those kind of numbers it’s basically national infrastructure.
But what’s their endgame? What are they working towards?
I think I have the answer.
They want to be what AOL once was, i.e. the portal to the Internet.
Facebook isn’t ultimately competing against Twitter or any other social networking site. It’s ultimately competing with any site that takes people off of Facebook.
You’ll notice that they’ve been adding increasingly robust search capabilities. And those searches have the intelligence of personalization included. So if you search for a movie, you not only get results, but you get information about what your friends thought of it as well.
Facebook’s endgame is simple: Become everything to everyone. Be the site that people never leave. Make it so that people can search from there, chat with friends there, play games there—everything.
Facebook wants to become the only site that people spend time on.