Facebook sees mobile user base grow by 50 per cent

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The social network experienced a 54 per cent year-on-year increase in monthly active users logging in from a mobile device

Facebook’s mobile monthly active users grew by over 50 per cent over the last 12 months to 751 million.

The company’s financial results for the first quarter of 2013 show its number of daily active users was 655 million on average for March 2013, an increase of 26 per cent year-on-year.

The number of monthly active users stood at 1.11 billion at the end of March, a 23 per cent increase.

Of those, 751 million accessed the website on a mobile device, an increase of 54 per cent year-on-year.

Revenue for the first quarter totalled $1.46 billion (£94 million), an increase of 38 per cent compared with $1.06 billion (£68 million) in the first quarter of 2012.

Advertising accounted for 85 per cent of total revenue, or $1.25 billion (£80 million) and a 43 per cent increase from the same period last year.

Mobile advertising revenue represented approximately 30 per cent of advertising revenue for the first quarter of 2013.

The social network recently launched Facebook Home, a mobile platform for Android devices that synchs Facebook to user contacts and replaces the home screen with its ‘news feed’ of friend’s posts.

The increase in revenue from advertising follows Facebook’s launch of products such as Lookalike Audiences, Managed Custom Audiences and Partner Categories which make it easier for advertisers to match campaigns to user behaviour.

Ovum principal analyst Eden Zoller said: “Mobile users and engagement continues to rise with mobile monthly active users reaching 751m in Q1, compared to 488m in Q1 2012. This compares to a total of 1.11bn MAUs.

“In this context Facebook’s ability to monetize mobile is more critical than ever and the results here were positive with mobile advertising accounting for 30 percent of total advertising revenues, compared to 23 percent in Q4 2012.”

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