Facebook: Mobile Accounts For 41% of Ad Revenues; 71% of MAUs

July 25, 2013

This article is included in these additional categories:

Digital | Global & Regional | Mobile Phone | Social Media | Youth & Gen X

Facebook-Mobile-MAUs-Ad-Revenues-Q32012-Q22013-July2013The much-seized-upon news from Facebook’s Q2 earnings release [pdf] was that mobile now accounts for 41% of ad revenues, a big jump from 30% in Q1. It’s no secret that a growing proportion of Facebook’s users are visiting the site from mobile phones, so how does that 41% stack up when compared against Facebook’s mobile audience? This past quarter, mobile monthly active users (MAUs) represented 71% of its total MAU audience of 1.16 billion.

Facebook’s mobile share of ad revenues appears to be growing more quickly than its mobile audience share, but that’s not too surprising given that the latter is already very high. One would expect that pattern to continue, although there will likely be a balancing act to perform: some users are already complaining that ads are interfering with their experience (although that study was not limited to mobile ads). For what it’s worth, Facebook said that ads make up 5% of its NewsFeed.

Some other tidbits from the latest release:

  • Total monthly active users grew by about 4.1% quarter-over-quarter, a slight slowdown from 5.1% growth in Q1 and 4.9% growth in Q4 2012.
  • Daily active users numbered almost 700 million, an increase of 5.1% from Q1. (Q1’s growth was 7.6%; Q4’s was 5.8%.)
  • Daily active users have grown at a faster clip than monthly active users on a year-over-year basis (27% vs. 21%).
  • Advertising revenue in Q2 was $1.6 billion, accounting for 88% of total revenue, up from 85% in Q1.
  • Worldwide average revenue per user (ARPU) was $1.60, up from $1.35 in Q1 and $1.28 a year earlier. On a regional basis, ARPU topped out at $4.32 in the US and Canada, up from $3.50 in Q1 2012.
  • Despite reports that Facebook is becoming of less interest to teens, CEO Mark Zuckerberg maintains that it has kept its near-saturated penetration level among that demographic.
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