Mobile advertising accounted for around 81% of Twitter’s ad revenues for the quarter ended March 31, 2014. The company posted total ad revenues of $277 million, up 129% YoY. This translates to mobile advertising revenues of $224.4 million for the quarter.
In comparison, mobile advertising accounted for 80% of Twitter’s revenues in the previous quarter and 67% in the same quarter last year. Last week, Facebook had mentioned that mobile advertising accounts for 62% of its ad revenues in Q2 2014.
User base growth
Twitter reported 211 million monthly active users (MAUs) outside the United States for the quarter, registering a 25% growth year-on-year (YoY) from 169 million MAUs in the same quarter last year. In comparison, the company had witnessed a 27% growth in the previous quarter and 33% growth rate in the quarter before.
Globally, Twitter reported 271 million MAUs for the quarter, up 6% from 255 million MAUs in the previous quarter and up 24% from 218 million MAUs in the same quarter last year. Twitter CEO Dick Costolo mentions that 16 million quarterly MAU additions was the highest number of net additions in absolute terms in the past five quarters.
The contribution of International users to Twitter’s active base remained nearly flat at 77.9% for the quarter, from 77.6% in the previous quarter. However its contribution to Twitter’s revenues significantly increased to 33% for the quarter, from 28.1% in the previous quarter.
Mobile MAUs: Mobile MAUs were at 211 million for the quarter, up 29% YoY and representing 78% of total MAUs during the quarter. Twitter however hasn’t disclosed any information on how many of these Mobile MAUs are mobile-only MAUs and how many use the service on both desktop computers & mobile devices.
Dick Costolo on India
While Twitter didn’t disclose any specific information on how they are performing in India. Costolo told in an interview with Livemint that they believe India will be a key business market for the company over the next five years. India is also apparently one of the fastest growing markets for the company.
Costolo mentions that they are looking to bring its advertising platform to India, since they have witnessed a significant amount of brand advertising interest in the country. However, the current focus is on user growth and delivering more user experiences “without worrying too much about advertising”.
The International timeline views grew by 14% YoY to 125.96 billion views for the quarter, from 110.3 billion views in the same quarter last year. It also grew by 14% on a sequential basis.
The overall timeline views also grew by 15% to 173.2 billion views for the quarter from 150.9 billion views in the same quarter last year. It grew by 11% on a sequential basis.
Timeline views are the total number of timelines requested when registered users visit Twitter, refresh a timeline or view search results while logged-in on their website, mobile website, desktop or mobile apps.
Timeline per MAU: The timeline per International MAU declined to 596 views for the quarter, down 9% from 652 views in the same quarter last year but up 7% from 560 views in the previous quarter.
The timeline per total MAU also declined to 640 views for the quarter, down 7% from 691 views in the same quarter last year but up 4% from 614 views in the previous quarter.
Ad revenue Per Timeline: The International ad revenue per timeline view however increased to $0.75, up 152% YoY from $0.30 in the same quarter last year and a 24% increase from $0.61 in the previous quarter.
The global ad revenue per timeline view was at $1.60 for the quarter, up 100% YoY from $0.80 in the same quarter last year and up 11% from $1.44 in the previous quarter. Ad revenue per timeline view are essentially Twitter’s advertising revenue per 1,000 timeline views for the quarter.
– Twitter had introduced new product experiences around World Cup including real-time scoring, push notifications, event and match timelines, and a voting ballot feature.
– It also officially launched new web profiles while Vine added the ability to send private messages.
– Twitter introduced mobile app promotions which allows mobile app developers to drive app installs and engagement on the platform.
– It launched website cards which allow advertisers to surface website content within a Tweet and drive traffic to a webpage of their preference. This may be a product page, an important blog post or their site homepage.
– Twitter expanded its state/region geo-targeting to UK, France, and Indonesia, among others and launched its self service ad platform for small and medium sized businesses in Spain, Israel and South Africa.
– Twitter closed the acquisition of social data provider Gnip and entered into agreements to acquire TapCommerce, a mobile retargeting and re-engagement advertising company and SnappyTV, a video editing and distribution firm.
– Sony’s cricket match analysis show Extraaa Innings had also started using a Tweet to Unlock and Twitter Mirror feature during its IPL broadcast on Sony Max and Sony Six in April this year.
Twitter’s International revenues was at $101.7 million for the quarter, up 168% YoY from $37.9 million in the same quarter last year. The company’s total revenues is at $312.2 million for the quarter, up 124% YoY from $139.3 million in the same quarter last year.
The losses have also increased significantly on an yearly basis to $145 million for the quarter, up from $42 million loss in the same quarter last year. However, the company notes that this includes a stock-based compensation expense of $158 million.
Data Licensing Revenue: Data licensing & other revenues was at $34.73 million for the quarter, registering a 90% YoY increase from $18.3 million revenues in Q2 2013.
Total Cash: As of June 30, 2014, Twitter has a total $2.1 billion billion money in form of cash, cash equivalents, and marketable securities, slightly down from $2.2 billion in the previous quarter.