Christmas gadget gifting appears to have boosted Facebook app use, with it being reported in the last couple of days the world’s largest social network saw monthly active users of its mobile apps pass 300 million users.
Enders Analysis analyst Benedict Evans writes that the figure is correct as of 27 December, with iOS and Android applications accounting for more than two-thirds of mobile app use on the social network.
Evans uses Facebook’s own mobile data, comparing iOS, Android, BlackBerry, Windows Phone, Symbian and featurephone use, to the network’s 800 million total users and 350 million mobile users, which the company announced at the end of September.
Quite unsurprisingly, these are dominated by the two platforms that have traction, iOS and Android. As Techcrunch pointed out a few days ago, Android has now passed iOS in DAUs, though Apple has passed the round 100m MAU figure.
Windows Phone remains quite insignificant, though that may change next year as Nokia’s efforts come fully on stream. Meanwhile around 70% of RIM’s 70m active users have installed the Facebook app. That’s a high penetration rate (it comes to around 50% for Android and iOS) on what is supposed to be a corporate product, pointing to RIM’s strength in messaging, but also to the way that the mix is shifting away from business customers and towards emerging markets and teenaged girls (in the UK at least).
From his breakdown, Evans deduces that 70% of mobile users and more than 30% of all users used apps to access Facebook.
Facebook has worked hard to rebuild its mobile websites, partnering with operators worldwide to offer free access to its service. The company also introduced social app discovery on its mobile website, making it almost as feature-rich as its apps.