Facebook is no stranger to exceeding analyst expectations, but few within the inner sanctums of its Silicon Valley complex would have envisaged the immediate impact that mobile has had on the business.
The social network has been adamant of mobile’s potential for some time, claiming back in August 2012 that it would be kicking off a ‘mobile-first’ growth strategy with new versions of its iOS and Android apps. Recent estimates from Facebook have its mobile user base at one billion logins per month and, according to the company’s Q3 readings, it seems ad spend has followed suit.
A staggering 66% of the company’s biggest revenue stream comes from selling ads for mobile. Less than a year ago mobile’s total contribution to ad earnings was at 49% and barely contributing anything to the business upon its stock market debut in 2012.