Facebook is on track to claim its billionth mobile phone user in 2015, defined as accessing the social network at least once a month, according to the latest eMarketer research – which also found that close to three quarters of Facebook’s entire ad revenue will be drawn from mobile.
In other words mobile users will account for no less than 70 per cent of all members of the communications platform with that figure set to rise further by 2018 whereupon more than three quarters of Facebook’s total audience will be access via smartphone – equivalent to 1.34bn users.
Back in 2013 just 45 per cent of Facebook’s $7bn advertising revenue derived from mobile ads, a figure that is expected to balloon to 73 per cent ($11bn) this year.
Debra Aho Williamson, principal analyst, eMarketer commented: “Facebook has been a leader helping marketers to transition to mobile advertising. Because the Facebook experience is basically the same across devices, advertisers don’t have to reinvent the wheel to place mobile advertising. As Facebook’s user base shifts even more heavily toward mobile, it is well positioned to see increasing ad revenues from this channel.”