Facebook is expected to reach nearly one billion mobile users this year, as the social network’s continues to derive an ever greater share of its revenues from mobile ads.
According to new figures from eMarketer, almost one billion Facebook users worldwide will access the social network on a mobile phone at least once each month in 2015.
The research company estimates that mobile ads will account for 73%, or $10.9bn, of Facebook’s 2015 annual global ad revenues – up from 45% in 2013
The US is set to remain Facebook’s largest mobile market, with nearly 80% of users accessing the network via mobile devices. The remainder of the top five is completed by emerging markets such as India, Indonesia, Brazil and Mexico, where consumers have skipped desktop and gone straight to mobile.
“Facebook has been a leader helping marketers to transition to mobile advertising,” said Debra Aho Williamson, principal analyst at eMarketer.
“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.”