Shares of Facebook soared 8% in premarket trading last week. Much of the reason for investors’ increased confidence in the social media giant has to do with its mobile strategy. Facebook mobile users have reportedly increased over the past several years as the company has evolved and added more mobile and location-based features. So just how much has the Facebook mobile landscape changed over the past couple of years?
In Ask Your Target Market’s latest survey, 20% of respondents said they often use Facebook on their phone or mobile device. 23% said they sometimes use Facebook mobile. 11% said they rarely use Facebook mobile. And 32% never do. The remaining 15% said they don’t use Facebook at all. However, users might not really be increasing much. In an August 2013 survey, 25% of respondents said that they used Facebook on mobile devices often. And just 28% said they never used it.
In general, just 27% of Facebook users said they use the mobile version of Facebook more often than the web version. 54% said they use the web version of Facebook more often than the mobile version. And 19% said they use both versions about the same amount.
Though users aren’t necessarily increasing, the amount of features built specifically for mobile are. These include the ability to check in at local businesses and find nearby friends. However, just 15% of Facebook mobile users said they often use these mobile-specific features. 27% said they sometimes check in with their location or use other mobile-specific features on Facebook. 28% said they rarely use mobile-specific or location-based features on Facebook. And 31% said they never use these types of features.
Since mobile devices give users the ability to check in at businesses and find local offers, the thought is that it could lead to more connections between users and brands. And that could mean increased revenue opportunities for Facebook. However, just 11% of mobile users said that they are more likely to connect with brands in various ways on Facebook mobile. 31% said they are more likely to connect with brands using the web version of Facebook. And 57% said that they are just as likely to connect with brands on either version.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on July 28 via AYTM’s online survey panel.