Figures released by Facebook earlier today reveal that over eighty percent of UK users access the social networking site through their tablet or smartphone. The social media giant has broken down its country-by-country statistics on both daily and monthly users, in what’s though to be a response to claims that the platform is reaching saturation point.

Paving the Way

Facebook UK statsOf its 24 million daily active users in the UK, a staggering 20 million (that’s almost a third of all Britons) log in via mobile sites. Facebook has 33 million UK users signing in on a monthly basis, blitzing other social networks like Twitter (10 million registered UK users at December 2012) into oblivion.

According to James Quarles, Facebook’s regional Director for Europe, the Middle East and Africa, the UK is trailblazing this tendency to go mobile among its 1.1 billion registered global users. His message to us? “We want to reflect to marketers that mobile is now a big part of the first screen…the graduation to mobile is increasingly going to happen.”

Marketing Implications

Mobile now makes up 41% of Facebook’s second quarter advertising revenue, compared to just 3% in the same quarter last year.

What’s important about these new tallies is the implications they carry for the future of marketing and advertising. What we suspected all along has now been confirmed: a staggering (and still growing) proportion of Brits now live their lives through Facebook, often logging in several times a day, “creating, sharing and engaging with the content that matters to them,” as claimed in today’s statement from Facebook. These new figures, aimed at marketing planners and advertisers, tell us exactly how many people we can reach today and tomorrow through well-placed mobile advertising campaigns.

Paul Smith from Salesforce Marketing Cloud’s VP EMEA – one of Facebook’s few Strategic Preferred Marketing Developers, said:

“This is an important update that should help advertisers to plan and target their campaigns more effectively, making sure media spend is working as hard as it can.

“It’s crucial that advertisers understand how to get the most out of Facebook’s huge reach by … targeting the right audiences at the right time.”

Mobile now makes up 41% of Facebook’s second quarter advertising revenue, compared to just 3% in the same quarter last year. Not bad going. Mark Zuckerberg’s ‘mobile first’ strategy has certainly paid off, and then some.

Please Come Again

Today’s stats send out a strong message about driving and optimising advertising towards the growing mobile user. In a statement, Facebook said that “understanding who comes back at least once a month is only part of the picture. Instead, businesses should focus on people who come back online every single day, because that is how they live their lives.”

Lea Pachta

Lea Pachta