When you post a story on social, it goes mobile

The vast majority of Facebook and Twitter users are accessing their feeds on mobile devices, according to surprising new numbers.  Facebook revealed that 78% of its daily active users in the US are visiting via mobile devices.  For Twitter, 76% of its US users will visit the service on mobile this year, according to new estimates from eMarketer.

And here’s a mind-boggling stat: if you calculate how much time people spend reading stories inside Facebook’s app – in the browser that opens when you tap a story – Facebook has become the most popular browser across iOS and Android devices.  That’s right, more than Safari and Chrome.

With mobile dominating social, I’m still surprised at how much desktop content is showing up in my feeds.  Everything we share on Facebook and Twitter should be optimized for a mobile experience – primarily for phones – because that’s how most people are reading or watching it.

In fact, Facebook even suggests redefining how we measure success. “A lot of people focus on monthly active users or even registered users to demonstrate their size and scale. We think this is becoming on old way of looking at the media world,” Facebook said in a statement. The new metric that matters?  Daily active users on mobile.