Masterclassing Connect

Three Quarters of Facebook's Ad Revenues from Mobile by 2018

Alex Spencer

FB GraphIn 2015, nearly a billion people – 0.99bn, to be precise – will access Facebook on their mobile phone at least once a month, according to an eMarketer forecast.

That's 70.1 per cent of Facebook's total userbase, which is expected to rise to 75.1 per cent by 2018 – a total 1.3bn.

The social network's ad revenues will follow suit. Mobile ads will bring in a predicted $10.9bn this year, making up 73 per cent of total ad revenues. Next year, this will rise to 75 per cent.

“Facebook has been a leader helping marketers to transition to mobile advertising,” said eMarketer principal analyst Debra Aho Williamson. “Because the Facebook experience is basically the same across devices, advertisers don’t have to reinvent the wheel to place mobile advertising.”

The US has the biggest population of Facebook mobile users, with 123.1m set to regularly access the social network on their phones in 2015, followed by India (101.5m) and Indonesia (62.6m).

What makes Indonesia particularly interesting is that has mobile makes up the vast majority of its Facebook user base – 92.4 per cent in 2015, rising to 98.8 per cent by 2018, compared to 79.1 per cent and 86.8 per cent respectively in the US.

By 2018, the UK will have the second highest proportion of mobile usage, at a predicted 94 per cent of all Facebook users.

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