According to the latest cross-device audience data from Roy Morgan Research the majority of visitors to Facebook and YouTube already use a mobile phone or tablet (or both), and Ebay is not far behind.
Tim Martin, General Manager – Media, Roy Morgan Research explained that the figures revealed that almost 13 million Australians visited Facebook in an average four weeks in the 12 months to March 2015, up 10% from 11,759,000 in the year to March 2013. 8,765,000 of those visitors (68%) use a mobile device—a phone, a tablet, or both—for some or all of their visitation, up from 5,303,000 (45% of total visitors) two years ago. Mr. Martin pointed out that 7,595,000 people now use a mobile phone to access Facebook during an average four-week period (up 59% from 4,787,000 in early 2013) and 3,818,000 use a tablet (more than double the 1,876,000 visitors via tablet two years ago). Of these mobile visitors, 2,648,000 go to Facebook via both types of device during the month, up from 1,360,000. It should be noted that Computers are still in the most common way to access Facebook overall, but far fewer Australians now go online using only these ‘non-mobile’ means: 4,162,000 Australians use only a computer to visit Facebook in an average four weeks, down from 6,456,000 in 2013.
“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.” Mr. Martin commented “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.” Martin added.

Mr. Martin pointed out that the way we visit YouTube is also changing—no doubt helped along by the increasing mobile data allowances available for streaming video on the go.
Martin explained that from March 2013 to March 2015, YouTube’s net monthly website audience grew 14% to 11,799,000. Most of these video streamers now use one or more mobile devices during the month (53%, up from 36%): 3,423,000 use a phone, 1,318,000 a tablet, and another 1,504,000 use both. Martin went on to point out that Ebay’s total four-week audience is almost unchanged over the last two years, up less than 1% to 7,300,000. As with Facebook and YouTube, visitation via mobile device has increased, from 2,172,000 (30%) to 3,449,000 (47%)—however this means, of course, that the remainder of Ebay visitors (a majority of 53%) still use only non-mobile computers to access the website.