Facebook's efforts to better monetise its mobile platforms appear to be paying off, with mobile now accounting for a fifth (20.3%) of total advertising spend on the social network.
In Facebook's third quarter results released in October last year, it was said that mobile accounted for 14% of advertising revenue. The latest figure of 20% comes from a new study by major social marketing platform Kenshoo Social and its analysis of more than two million advertising clicks and conversions on Facebook over November and December 2012.
Chief marketing officer for Kenshoo, Aaron Goldman, says: "The world's top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences."
The study also found that when it comes to tablets, iOS takes 97% of advertising spend in that category. However, when it comes to smartphone platforms, Android takes the lion's share and accounts for 71% of advertising spend. Kenshoo also says mobile adverts on Facebook carry a 70% price premium over desktop adverts.
Facebook users on mobile platforms are 20% more likely to use the social network on any given day.
In the run-up to Facebook's initial public offering last year, mobile was repeatedly identified as a key potential threat to the social network, and as a result, Facebook has been making a concerted effort to find ways to better monetise it.
According to the latest figures, 604 million of Facebook's 1.07 billion users are mobile users. Of those mobile users, 470 million use Facebook's smartphone applications while 134 million users access the social network via the mobile Web.
Current estimates show that Facebook has about 140 million iPhone users, 45 million iPad users, 175 million Android users and 60 million BlackBerry users. Windows Phone user numbers are said to still be negligible.
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