Well, they finally figured it out. A lot of people were starting to use Facebook’s mobile app far less.  They’ve gone back to basics and gone native! To be honest, I was close to nixing its use completely because I couldn’t stand how slow it was.

DEFINITELY A MAJOR IMPROVEMENT. 

It is so shockingly fast that I can’t believe how long I endured using the iOS app in previous form.  Facebook - don’t ever make users feel that pain again.  Really, it surprises me because Facebook should have known better given metrics/data that users were engaging the platform far more often via mobile device.

Good job guys! 

Will I use the app more often? You bet!  Kudos to the teams involved in making life easier for iOS users.  It is somewhat comical to now read reports that Facebook somehow snubbed Google and Android in the process.  Silly. Especially since Facebook has demanded employees use the Android app to find improvements to the user experience.

If Facebook is going to do anything on mobile, it starts with the mobile user experience.  Monetization comes later.

Related articles

• Facebook For iOS App Is Now 2X Faster, With Quicker Launch, Photos, Feed, And Built-In Messenger (techcrunch.com)
• Facebook finally fixes its freakishly slow iOS app (gigaom.com)
• Facebook Releases New, Faster iOS App (mashable.com)
• Facebook for iOS goes native, waves goodbye to HTML 5 (theverge.com)
• Facebook 5.0 for iOS Went Live (solsie.com)