Facebook’s Mobile User Base – and Share of Ad Revenues – Keeps Growing

January 31, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Social Media

Facebook-Mobile-MAUs-Q410-Q412-Jan2013Facebook reported its Q4 earnings yesterday (news only to those living under a rock), and mobile is the resulting topic of conversation. Indeed, of the many interesting pieces of data contained in the release, one result highlighted by Facebook itself in its press release is that its mobile daily active users (DAUs) surpassed its web DAUs for the first time during Q4, though the release and accompanying slides did not provide exact figures for mobile DAUs. But the company provided data on mobile monthly active users, showing a 57% year-over-year rise in Q4. Along with that increase: mobile’s share of ad revenues jumped from 14% in Q3 to 23% in Q4, slightly above at least one prior estimate.

While that’s a dramatic quarter-over-quarter jump, it’s worth noting that mobile still occupies a minority share of Facebook’s revenues, despite contributing more daily active users.

So how much is a user worth to Facebook? According to its release, worldwide average revenue per user (ARPU) was $5.32 for the full-year (2012), up from $5.02 in 2011 and $3.97 in 2010. ARPU rose every quarter during 2012, but had its biggest jump between Q3 ($1.29) and Q4 ($1.54). In the US and Canada, ARPU was more than twice as large as the worldwide average, at $13.58 for the year.

Other Findings:

  • Total monthly active users (MAU) were 1.06 billion at the end of the year, good enough for a 25% year-over-year jump.
  • Total DAUs were 618 million on average during December 2012, up 28% year-over-year.
  • Advertising revenue in Q4 was $1.33 billion, accounting for 84% of total revenues. That’s a 41% year-over-year increase, or 43% excluding the impact of foreign exchange rate changes.

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