It's no secret that mobile has been kind of a big deal for a long time. In fact, last year saw mobile conversions overtake desktop for the holiday season.

Now Facebook has released a report exploring how brands can get more traction on-the-go.

Keep on moving

Mobile's portion of online transactions has grown 55% year-on-year.

From Black Friday through to the holiday season, mobile accounted for 51% of all online transactions. That's a 10 percentage point increase from 2015.

Smartphone

Facebook says 38% of retail shoppers say they want to do even more shopping on their smartphone.

A study of US retail shoppers found one third had discovered a new product on Facebook, and 20% said Facebook led them to buy a new product or service online.

Takeaways

Facebook data reveals mobile conversions increase when users are on the move.

Mobile conversions begin to grow between 4pm – 6pm, and peak between 8pm – 9pm. Facebook speculates this is when most people are watching TV.

In contrast, desktop conversions are highest around 10am – 11am.

Speedy shoppers

Interestingly, users tend to shop faster on mobile. Users exposed to an e-commerce ad on Facebook mobile took 1.08 days fewer to convert, compared to those served the same ad on desktop.

Put another way, mobile-to-mobile conversions were 13% faster than desktop. 

Facebook also revealed that users browse fewer products on mobile before committing to a purchase. 

Quick and the dead

All this flurry of activity relies on quick loading mobile sites. 40% of users will abandon a search if a mobile website takes longer than three seconds to load.

While 90% of users report that a smooth checkout experience (ideally one-click) will prompt them to shop repeatedly with the same retailer. 

To find out more visit insights.fb.com.