Yes, yes, Facebook knows. The majority of its ad income comes from ads on the desktop version of the site, while more users are opting to do their lurking and liking on their phone or tablet. When 88% of your total revenue comes from advertising, you need to make sure your mobile ad strategy is seeing some results. But if Facebook’s latest financial results are anything to go by, Zuck and co are getting there.
No ad to show here.
According to the social network site’s (unaudited) second quarter report, 819-million users now access Facebook on their mobiles a month — a 51% increase over the same period last year and 68-million more users than it reported three months ago. In fact, it saw an average of 469-million daily mobile users in June this year. All those people are contributing to the US$1.60-billion in ad revenue Facebook pulled in over the last quarter — in fact, mobile advertising revenue accounted for 41% of all ad revenue.
Overall, Facebook made US$562-million in GAAP income off US$1.8-billion in total revenue in the three months ending June 30. Its total monthly active user count is still climbing, passing 1.15-billion last month (up from 1.1-billion last quarter).
The big blue social network has been focussing intently on mobile recently, from launching Facebook Home and a suite of redesigned apps to ushering in the launch of Instagram video. It’s also recently hit 100-million monthly active users on its feature phone app Facebook for Every Phone, which is targeted at over 3000 basic phones in emerging markets.
Facebook also ushered in the launch of Instagram video recently, saying that over 5-million filtered clips were uploaded by the photo app’s users the day after the new feature launched. Of course, the lingering questions of exactly when Facebook plans to start making money off Instagram is still a factor, especially considering how well the app’s attempts to change its user policy around advertising were received.
