Facebook has never been complacent about its drive to engage users, wherever they might be. Over the past year it has increased its number of mobile users in the UK to 26 million. The increase was announced recently by, Christian Hernandez, the company’s Director of Business Partnerships.

Hernandez explained at the recent Mobile Engage event that a big part of the increase lies in the number of users in the UK. He also claimed that five million UK Facebook users access their news feed solely via their mobile devices.

As marketers are challenged to improve brand awareness in an increasingly competitive environment, it is clear that mobile is going to be key to success. Hernandez said:

“I spend a lot of time speaking to brands and agencies about how they have become mobile-first, if you wait for three years then you’re going to miss the train.”

It seems that the march to mobile is unstoppable and with Facebook’s powerful platform, any company failing to ensure they are represented properly on mobile will be left behind. Improving brand awareness with mobile must now be a key priority for businesses which have yet to embrace it.

In Hernandez’s address, he also claimed that 23% of all smartphone use is on Facebook. This gives a sharp insight into the perceived importance of the social network for mobile users.

When considering Facebook’s revenue streams, 30% of advertisement spend is mobile based. Despite this, UK spending on ads is still considerably behind usage by consumers. This leaves a lot of potential for UK marketers seeking to enhance their brand.