Facebook usage stats reveal mobile is king

By Rachel Hand topicIcon Mobile Marketing

Social goes mobile

Facebook has released new country-specific active user stats today, revealing a surge in mobile and tablet activity in the UK.

The impressive statistics amount to 24 million people in the UK - over a third of the population - being daily users in June 2013. Of these, a massive majority of 84 per cent visited via a smartphone or tablet. The monthly active user total was 33 million, more than half of the country's population.

The surge in mobile usage is also reflected globally, with daily mobile users increasing by 10 per cent to 469m from Q1 to Q2 2013, and 819m monthly mobile users. Meanwhile, Q2 2013 mobile advertising accounted for 41 per cent of the $1.6bn (£1bn) total ad revenues; an incredible increase compared to the same period in 2012, when it was just 3 per cent.

Attracting the advertisers

Facebook's emphasis on publishing usage statistics is part of a wider drive to attract and retain advertisers, and take some of the focus and spend from TV advertising. James Quarles, Facebook's EMEA director, said:

"People start the day with Facebook and especially in the UK, which is a very big mobile market, there is a very high percentage of people signing in on smartphones [...] If you think about tentpole television events like Britain's Got Talent or The X Factor, 20 million available throughout Facebook daily is double what that audience would be."

Facebook has also criticised 'misinformation' around usage statistics which give a false picture of the site's success. A YouGov survey in the UK suggested usage is down and users are annoyed by ads, while the annual ACSI survey in the US reached the same conclusion.

Natalie Booth, head of search at theEword, commented: "With such huge daily usage stats, UK advertisers can't afford to ignore Facebook. However, striking that balance of mobile advertising that's noticeable but not intrusive could prove challenging, and Facebook will have to develop some really intriguing new formats to capitalise on the mobile boom."

Below are further details of the UK usage stats, with comparison to the US stats:

Statistic UK US
Monthly active users 33m 179m
Daily active users 24m 128m
Monthly mobile users 26m 142m
Daily mobile users 20m 101m
Total population 62.7m 313.9m