More than half (56%) of younger users (15-25 yr olds) now access Facebook via mobile, up from 24% a year ago, according to a recent study by Macquarie Research. As first noted by AllFacebook, the research firm predicts that the number could rise to 70% by next year. Knowing whether younger people are using the mobile offering is a key to Facebook’s future as an ad-supported business.
The figure is an interesting comparison with Betapond’s own survey of social media opinion formers in the UK, where 47% reported accessing social networks via mobile phone and 14% via tablet.
For the study, the investment firm surveyed a representative group of 559 15-to-25 users, viewing this demographic as the trendsetters for other Facebook users. It also interviewed 420 people in California specifically, since Internet trends flow from the West Coast.
Some other stats worth noting from the study:
- 59% of 15 to 25 year olds have used a Facebook application. Games were the most popular.
- Women are more likely than men to check Facebook on mobile (61% to 51%). Macquarie predicts that in 12 months the numbers could be 76/62.
- Most people remain passive consumers of content. 20% of women and 17% of men post content. (Not known whether the study looked at automatic sharing via open graph as part of that mix).
- Men were more likely to respond to updates.
How do you think the shift to mobile will affect Facebook and the way brands use it?