Have you ever clicked on a Facebook ad, on a PC or a smartphone?
Facebook is not the only company struggling to translate the success of its Web site to mobile devices, where screen space is at a premium and people have little patience for clutter or slow loading times. It is a problem that plagues companies as diverse as news publishers and the streaming radio service Pandora, and it is likely to loom larger. There were more global shipments of smartphones than of personal computers in 2011, according to a recent report from Canalys, a research firm.
But the issue seems particularly urgent in the case of Facebook, which is wildly popular among its users and is seen as a company of the future, a hybrid of social hub and information conduit, platform and publisher. In other words, if Facebook cannot figure it out, who can?