The amount of Aussie Facebook users accessing the social media site using a mobile device for some or all their visits was at around 45 per cent two years ago, now it’s at 68 per cent.
The latest cross-device audience data released by Roy Morgan Research has revealed a rise in the number of Aussies using their mobile devices to access Facebook and YouTube, the latter of which saw a 17 per cent rise in the number of those now streaming videos on their devices.
The overall number of Australians visiting Facebook grew by 10 per cent from March 2013, with average 13 million people checking Facebook in an average four weeks. 8,765,000 of those visitors used a mobile device.
YouTube’s monthly visits have grown by 14 per cent from March 2013, with 53 per cent of the 11,799,000 monthly visitors streaming on one or more mobile devices during an average month.
“It’s astounding how quickly the last two years of rapid smartphone and tablet uptake has influenced cross platform, cross device visitation to Australia’s biggest websites,” Tim Martin, Roy Morgan Research General Manager – Media, said.
“The changes in cross device visitation that Roy Morgan Research is seeing are consistent with the rapid shift of online display advertising from non-mobile to mobile formats. Advertising campaigns that would previously have been shown on desktop computers are now being adapted for mobile formats.”