59% of Facebook’s ad revenues in Q1 2014 were from mobile ads


Facebook Logo

Mobile advertising now represents 59% of Facebook’s advertising revenues which was at $2.27 billion for the quarter. This translates to mobile advertising revenues of around $1.34 billion for the quarter.

This is almost double of 30% contribution in the same quarter last year. Note that Facebook had zero mobile advertising revenues while going public about two years back.

While Facebook hasn’t disclosed any region-wise split for its mobile revenues, the company mentions that Asia contributed about $333 million of overall advertising revenues during the quarter.

User Base Metrics

Facebook continues to see user growth in Asia, reporting 390 million monthly active users (MAUs) in the region for the quarter ended March 31, 2014. This is a modest growth from 368 million MAUs sequentially and 319 million MAUs in the same quarter last year. The company had claimed to have crossed 100 million monthly active users in India earlier this month.

The average Daily Active Users (DAUs) in Asia was at 216 million for the quarter, up from 200 million DAUs sequentially and 167 million DAUs in the same quarter last year.

Globally however, Facebook registered only a minor sequential growth in its monthly active user base to 1.28 billion MAUs for the quarter, up from 1.23 billion MAUs in the previous quarter. The average DAUs however saw a modest sequential growth to 802 million for the quarter, up from 757 million in the previous quarter.

Facebook MAUs

Global Mobile MAUs cross 1 billion mark

Mobile MAUs has also crossed the one billion mark during the quarter (1.008 billion to be exact), up from 945 million in the previous quarter and 751 million in the same quarter last year.

Around 341 million of these mobile MAUs were mobile-only i.e. they accessed Facebook only through mobile apps or their mobile website, up from 296 million in the previous quarter and almost double of 189 million MAUs in the same quarter last year. The remaining 667 million MAUs accessed Facebook from both desktop and mobile devices during the quarter. Note that this is apart from Instagram’s 200 million monthly active users and WhatsApp’s 500 million monthly active users.

Mobile DAUs also saw a significant growth to 609 million, up from 556 million in the previous quarter and 425 million in the same quarter last year. As always, Facebook has not provided any region-wise breakdown for its mobile or mobile-only MAUs and DAUs.

Facebook’s Asia ARPU still among the lowest

While Facebook is witnessing significant member growth in Asia, the revenue isn’t really growing at a similar pace: The company’s Average Revenue Per User (ARPU) for Asia dipped sequentially to $0.93 for the quarter, from $0.95 in the previous quarter, although it has increased from $0.64 in the same quarter last year. Facebook has the second lowest ARPU in Asia, only followed by the rest of the world which had an ARPU of $0.70.

The overall ARPU also declined to $2 for the quarter, from $2.14 in the previous quarter. Facebook currently has the highest ARPU in US & Canada which was at $5.85 for the quarter, down from $6.03 in the previous quarter.

Facebook ARPU

Payment Revenues: Payment revenues is still a small fraction of Facebook’s revenues and doesn’t seem to be growing as well. The segment reported revenues of $237 million for the quarter, down from $241 million in the previous quarter and $213 million in the same quarter last year.

Facebook Payments

Financials

Overall, Facebook reported Asia revenues of $354 million for the quarter, up from $341 million in the previous quarter and $191 million in the same quarter last year. The region now represents 14% of Facebook’s total revenues which is at $2.5 billion for the quarter.

Facebook Revenue

At the end of Q1 2014, Facebook has a total cash and marketable securities of $12.63 billion. Note that Facebook made two big acquisitions this quarter – WhatsApp for $19 billion in February and Oculus VR for $2 billion last month.

New CFO

Facebook also informed that David Ebersman is stepping down as the Chief Financial Officer after a five year stint. David Wehner, the company’s Vice President, Corporate Finance and Business Planning will be taking over as the CFO on June 1, 2014. Ebersman will however remain with the company through September ensuring a smooth transition process.

Download: Press release | Slides


  • Kaustubh Khade

    So Facebook is dropping ARPU across the world? Why is that? Is the next set of new users (and there have to be for the overall revenue to increase) not as engaged or the existing users are losing interest in FB?