The future looks mobile for Facebook

Facebook mobile

Facebook posted its financial report on July 23 for the second quarter of its 2014 financial year.

The report shows financial pluses across the board for the mega social network in significant areas:

  1. Overall revenue for the second quarter of 2014 was $2.91 billion, an increase of 61 percent compared to the same period last year.
  2. Revenue from advertising was $2.68 billion, a 67 percent increase over the same quarter last year – and around 92 percent of overall revenue reported for the second quarter 2014.
  3. Mobile advertising revenue represented about 62 percent of advertising revenue for the second quarter of 2014, an increase of 41 percent compared to the same period last year.
  4. GAAP net income for Q2 2014 was $791 million, up 138 percent compared to the same period last year.
  5. GAAP diluted earnings per share was $0.30, up 131 percent compared to the same period last year.

Holders of Facebook stock will no doubt be quite happy, like Mark Zuckerberg, Facebook founder and CEO, who remarks drily:

“We had a good second quarter,” [Zuckerberg] said. “Our community has continued to grow, and we see a lot of opportunity ahead as we connect the rest of the world.”

What struck me most about the numbers as shown in the concise earnings announcement is the advertising revenue growth and the high proportion of that growth  – nearly two-thirds – that comes from mobile.

Facebook mobile advertising growth /via FT

Indeed, the FT reports on Facebook’s earnings with two interesting charts – the one above showing the growing shift to mobile of Facebook’s user base since the start of 2013; and the one below, showing a clear growth trend since mid 2012 of mobile advertising sales.

Facebook mobile advertising growth /via FT

As for the opportunity Zuckerberg refers to, to “connect the rest of the world,” put that in the context of the latest user metrics included in the company’s earnings report:

  • Daily active users (DAUs) were 829 million on average for June 2014, an increase of 19 percent year-over-year.
  • Mobile DAUs were 654 million on average for June 2014, an increase of 39 percent year-over-year.
  • Monthly active users (MAUs) were 1.32 billion as of June 30, 2014, an increase of 14 percent year-over-year.
  • Mobile MAUs were 1.07 billion as of June 30, 2014, an increase of 31 percent year-over-year.

Plenty of room for growth.

(Picture at top via DigitalTrends.)