This week Facebook announced that for 2012 Q4 the network had more daily users on mobile devices than there were users on PCs. Not only were the numbers very large butmobile advertising accounted for over 23% of Facebook’s revenue for the same quarter.
The company posted $1.33 billion in ad revenue for Q4, 23 percent of which (or $306 million) was generated via mobile. Revenues for the full year were just over $5 billion.
There were 680 million mobile monthly active users (vs. just over 1 billion in total) in Q4 and 157 million monthly mobile only users.
In the past year, Facebook has focused on growing its network and leveraging mobile devices and platforms by regularly updating the Android app and completely rebuilding the iOS version.
Here’s a quick look at the overall Daily Active Users (DAUs) for Q4 made by Techcrunch:
Overall Monthly Active Users (MAUs) were at 1.06B, up from 1.01B in Q3. Here’s a look at the data from the the quarter:
In recent months, Facebook has rolled out several new revenue-generation options, including app install ads, Sponsored Results and Gifts, and continued to build up others like the Facebook ad exchange. It’s expected that this year they will focus more on the mobile experience of Facebook users.
At an event last September, Zuckerberg projected that a day will come when Facebook would make more revenue from mobile users. This week’s press release quoted Mark Zuckerberg regarding the latest numbers and he could finally announce:
“In 2012, we connected over a billion people and became a mobile company.”
That’s great for Facebook, but will they finally make it able for mobile users to acces tabs where we marketers can offer contests, coupons, and other Facebook Timeline apps with the intent of capturing leads and increasing engagement?
I hope Facebook understands that we also don’t want to leave mobile out in the dark. This is in my opinion even more important if you are creating Facebook ads. You don’t want to pay for clicks from mobile users who can’t even access your tab.
Yes, there are technical ways to lead mobile users in the right funnel, but if you want to call yourself a mobile company, this should be supported by default.
Do you think mobile when developing your Facebook strategies? Do you agree with Zuckerberg that Facebook has become a ‘mobile company’?
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About the author
Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is a Managing Partner and Commercial Director at ICON&Co and Social Media Consultant for the Royal Dutch Football Association.
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