The total number of minutes spent by U.S. users on Facebook (FB) fell 5% M/M in August, per...

|About: Facebook (FB)|By:, SA News Editor

The total number of minutes spent by U.S. users on Facebook (FB) fell 5% M/M in August, per comScore, as a 3% increase in mobile use (now 43% of total) was more than offset by a 13% drop in PC use. Facebook reported a 2% Y/Y drop in U.S. ad impressions for Q2 thanks to the mobile shift, and it looks as if that trend could worsen. The problem isn't just mobile monetization (challenging, but with encouraging early results), but the fact mobile users don't spend hours at a time logged in the way PC users often do. (also: I, II)