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With the recent coverage of Facebook mobile adoption, one question that's on the minds of automotive mobile marketing professionals is how fast is that adoption taking place? Well, eMarketer's numbers may surprise you.
Facebook has quickly ramped up its mobile ad revenues, according to company reports, and eMarketer expects this trend to continue for several reasons. First, the social network holds great appeal for many web users who have already taken up smartphones. In addition, the native mobile advertising offered by the social network makes for a fairly seamless experience that does not put users off as they browse the news feed.
According to a December survey by AYTM Market Research, nearly four in 10 internet users say they never access Facebook via mobile—in addition to the 15.2% who said they didn’t use Facebook at all. Still, that left over a third of respondents who said they used Facebook on mobile at least sometimes, including 17.5% who did so “often.”
Worldwide figures from Facebook itself show impressive quarterly growth rates in monthly active mobile users. By Q3 2012, 604 million people around the world were checking the social network from their phones.
Barclays Capital expects the total to surpass 1 billion by 2014, when 73.9% of Facebook’s users will be mobile.
J.P. Morgan similarly expects Facebook to have 1.14 billion monthly active mobile users by 2014, including 486 million who will access the social network only via mobile.