Nearly one billion Facebook users will access the social network on a mobile phone at least once each month in 2015, according to eMarketer. That figure accounts for more than 70 per cent of all its users, and by 2018, more than three quarters of its audience will access the platform via mobile phones on a regular basis, totalling 1.34 billion users.

In 2013, 45 per cent of Facebook's $6.99 billion in advertising revenue came via mobile ads. This year, it will account for a 73 per cent share (or $10.9 billion) of the social network's worldwide ad revenues, eMarketer estimates. "Facebook has been a leader helping marketers to transition to mobile advertising," says Debra Aho Williamson, principal analyst, eMarketer. "Because the Facebook experience is basically the same across devices, advertisers don't have to reinvent the wheel to place mobile advertising. As its user base shifts even more heavily toward mobile, it is well positioned to see increasing ad revenues from this channel."

Overall, there will be 1.58 billion mobile social network users worldwide in 2015, eMarketer reports. Even considering the ban in China and strong local social networks in other large-population countries like Russia, mobile Facebook users still account for more than 60 per cent share of the worldwide mobile social audience.

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