Facebook Introduces New Mobile Pages Layout

Today, Facebook is introducing a new mobile Pages layout. Page owners don’t need to do anything; all existing Pages will automatically be converted to the new format.

It goes live on iOS and the mobile Web immediately. The Android version is coming soon.

According to Facebook, the mobile UI has been simplified and adapted with the mobile use case in mind (“mobile first” and so on).

The following are the mobile-experience improvements, according to the company:

• More relevant information up front so people can see the information they care about most – such as location and contact information – at a glance
• Streamlined and prominent ways to interact with Pages, including actions such as Like, Call, Message, and Share, all of which now appear at the top of Pages
• Higher-appearing pinned posts, where admins can pin important posts (including offers or videos) from their desktops or mobile devices; these posts are now front and center when Pages are accessed on mobile devices
• Easier mobile management, allowing Pages owners the ability to easily switch between public and admin views directly from their mobile Pages/devices

Here’s a comparison of the old (left) and new (right) mobile pages:

Facebook said that as of Q4, it had nearly 700 million active mobile users globally and 157 million mobile-only users. Facebook also said that mobile daily users exceeded Web daily users in Q4 for the first time.

In Q4, Facebook mobile revenue represented 23 percent of total ad revenue. Full year 2012 mobile ad revenue was roughly $235 million for the company.

The new mobile Pages layout is consistent with Facebook’s move into search and local search in particular. The company recently told me that it’s very serious about local search and will continue to invest and make improvements in the user experience.