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75% Of Twitter’s Ad Revenues Was From Mobile In Q4 2013

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Twitter, in its first quarter as a public company, has reported 187 million monthly active users (MAUs) outside the United States for the quarter ended December 31, 2013 (Q4 2013). This is up 33% year-on-year (YoY) from 140 million MAUs in the same quarter last year and up 4% from 179 million MAUs in the previous quarter.

Overall, it has reported 241 million MAUs for the quarter, which is up 30% YoY from 185 million MAUs in the same quarter last year and up 4% from 232 million MAUs sequentially.

Mobile MAUs were at 184 million for the quarter, up 37% YoY and currently represents 76% 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 computers and mobile devices.

International users account for 77.6% of Twitter’s active user base for the quarter, although it represents only 27% of the company’s revenues for the quarter.

Timeline Views: The user engagement has increased on a yearly basis, although it seems to have decreased on a quarterly basis. Alternatively, it’s possible that users made use of third party Twitter clients more during this quarter than the previous quarter, since Twitter doesn’t track this data (correct us if we are wrong).

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The International timeline views was at 107 billion timeline views for the quarter, up 31% YoY but down 7.8% quarter-on-quarter (QoQ). The total timeline views was at 148 billion timeline views, up 26% YoY but down 6.9% QoQ.

Twitter defines timeline views as 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 or desktop or mobile applications.

Timeline per MAU: The timeline per International MAU was at 572 for the quarter, a 2% decline from 582 in the same quarter last year and a 11.5% decline from 646 in the previous quarter.

The timeline per total MAU was at 756 for the quarter, down 6% YoY from 803 in the same quarter last year and down 7.7% from 819 in the previous quarter.

Twitter Timeline views

Ad revenue Per Timeline: The International ad revenue per timeline view increased to $0.60, up 139% YoY from $0.25 in the same quarter last year and up 66.7% from $0.36 in the previous quarter. The global ad revenue per timeline view was at $1.49 for the quarter, up 76% YoY from $0.85 in the same quarter last year and up 53.6% from $0.97 in the previous quarter.  Twitter defines Ad revenue per timeline view as the advertising revenue per 1,000 timeline views for the quarter.

Twitter Ad revenue per timeline

Product Highlights

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– During the quarter, Twitter says it launched several new advertising products including TV Conversation Targeting, Tailored Audiences, Conversion Tracking and Promoted Accounts in Timeline.

– It launched its self-serve advertising platform to small and medium-sized businesses in the UK, Ireland and Canada.

– It introduced several new product enhancements like media forward, in-line social actions, Twitter Alerts, custom timelines, the ability to send and receive photos via direct message and swipe between timelines. Vine is available in 19 new languages on both iOS and Android as of December 31, 2013

– Twitter closed the acquisition of MoPub, a mobile-focused ad exchange which allows advertisers to automate and scale their advertising buys.

– Twitter also made two key appointments during the quarter: Parminder Singh has joined as the Managing Director Southeast Asia, MENA and India while Raheel Khursheed had been appointed as head of news, politics and government by Twitter India.

Financials

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Twitter reported total revenues of $242.7 million for the quarter, up from $112.2 million in the same quarter last year. The losses have also increased significantly on an yearly basis to $511 million for the quarter, up massively from $8 million loss in the same quarter last year. Twitter mentions the loss includes a $521 million stock-based compensation expense, of which $406 million was for restricted stock units previously granted to employees for which no expense had been recognized until the effective date of Twitter’s IPO.

International revenues was at $66 million for the quarter, up 200% YoY and represents 27% of Twitter’s total revenues.

For the full year 2013, the revenues were at $243 million, up 116% YoY while the losses were at $645 million, up from $79 million loss in 2012.

Advertising Revenue: Advertising revenues were at $220 million for the quarter, up 121% YoY. More interestingly, Twitter says mobile advertising revenues were more than 75% of its total ad revenues, which translates to mobile ad revenues of around $165 million for the quarter. In the previous quarter, Twitter had mentioned that more than 70% of Twitter’s ad revenues were from mobile devices. In comparison, Facebook had mentioned last week that 53% of its ad revenues were from mobile devices in Q4 2013.

Data Licensing Revenue: Data licensing revenues was at $23 million for the quarter, registering a 80% increase from $13 million revenues in Q4 2012.

Total Cash: As of December 31, 2013, Twitter has a total $2.2 billion money in form of cash, cash equivalents, and marketable securities, as compared to $321 million in the previous quarter.

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