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The contribution of mobile advertising to Facebook’s ad revenues is increasing: Around 66% of Facebook’s ad revenues for the quarter ended September 30, 2014 was from mobile ads, up from 49% contribution in the same quarter last year and 62% contribution in the previous quarter.

Facebook posted total ad revenues of $2.96 billion for the quarter, up 64% year-on-year (YoY). This essentially means that Facebook generated mobile ad revenues of around $1.95 billion for the quarter, more than double of $0.89 billion generated in the same quarter last year.

While Facebook doesn’t disclose any region-wise split for its mobile ad revenues, the company mentions that Asia contributed about $469 million of overall advertising revenues for the quarter.

User base metrics

Facebook has reported 426 million monthly active users (MAUs) in Asia for the quarter, up 3.9% from 410 million MAUs in the previous quarter and up 21.4% from 351 million MAUs in the same quarter last year. The company doesn’t provide any country-specific breakup of its user base, although India is the largest market for Facebook outside the United States and it had crossed 100 million monthly active users in the country in April this year.

Facebook MAUs Q3 2014

The average Daily Active Users (DAUs) in Asia was at 242 million for the quarter, up from 228 million DAUs sequentially and 189 million DAUs in the same quarter last year.

Overall, Facebook’s monthly active user base grew to 1.35 billion, a minor 2.3% growth from 1.32 billion MAUs in the previous quarter and a 14% increase YoY. The average DAUs grew to 864 million for the quarter, from 829 million in the previous quarter and 728 million in the same quarter last year.

Mobile MAUs 

Mobile MAUs also saw a modest growth to 1.12 billion for the quarter, from 1.07 billion MAUs in the previous quarter and 874 million MAUs in the same quarter last year

What’s interesting here is Facebook saw a significant growth in its mobile-only users (users who accessed Facebook only through their mobile apps or their mobile site) that grew to 456 million MAUs for the quarter, from 399 million in the previous quarter whereas users who accessed Facebook from both desktop and mobile devices declined to 668 million for the quarter, from 671 million in the previous quarter.

Mobile DAUs also saw a significant growth to 703 million for the quarter, from 654 million in the previous quarter and 507 million in the same quarter last year.

Facebook’s Asia ARPU grows but still among the lowest

Facebook’s Average Revenue Per User (ARPU) for Asia region grew to $1.18 for the quarter from $1.08 in the previous quarter and $0.81 in the same quarter last year. However, it still has the second lowest ARPU in Asia, only followed by the rest of the world which had an ARPU of $0.85.

The overall ARPU grew to $2.40 for the quarter, from $2.24 in the previous quarter. Facebook currently has the highest ARPU in US & Canada which was at $7.39 for the quarter, up from $6.44 in the previous quarter.

Facebook ARPU Q3 2014

Operational highlights

– Introduced Bandwidth Targeting to help advertisers reach out to the company’s feature phones user base.

Completed the acquisition of WhatsApp for $22 billion, which was $3 billion higher than the original price of $19 billion primarily because of a 14% increase in Facebook’s share price.

– Announced plans of rolling out significant updates to the News Feed in a bid to reduce click-baiting headlines and prioritize showing links posted in the link format over those shared in captions or status updates.

Signed its first ad agency deal in India with WPP’s media and marketing company GroupM.

– Facebook signed up to become an associate member of the telecom industry association COAI at a time when telecom operators CEO’s in India are lobbying with the telecom regulator TRAI to regulate Internet services. (Our full coverage on the issue here)

Financials

Facebook reported total Asia revenues of $492 million for the quarter, up 14.2% from $431 million in the previous quarter and a 77% growth from $278 million in the same quarter last year. The region now represents 15.4% of Facebook’s total revenues which was at $3.2 billion for the quarter.

Facebook Ad revenues Q3 2014

The company’s overall net profit was at $806 million for the quarter, a minor growth from $791 million profit in the previous quarter but a significant increase from $425 million profit in the same quarter last year.

Payment Revenues: Facebook’s payment revenues saw a modest growth to $246 million for the quarter, from $234 million in the previous quarter and $218 million in the same quarter last year.

Cashflow: At the end of Q3 2014, Facebook has a total cash, cash equivalents and marketable securities of $14.25 billion.

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