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BizReport : Mobile Marketing : February 02, 2016


Mobile boosting profits for Facebook

Facebook has announced another quarter of revenue and profit growth and they can thank mobile ads for the success.

by Helen Leggatt

Facebook's latest financial results, announced this week, show total revenues rose to $5.84billion in Q4 2015, up 52% YoY. Ad revenue was also up by 57% to $5.6billion. For the full year, the company reported $3.69 billion in profit on $17.93 billion in revenue, an increase of 44% from 2014. The social network now boasts 1.59billion users that log in every month from desktop and mobile.

In fact, mobile ads now account for 80% of the social network's advertising revenue - a huge rise from 2012 when they accounted for just 23%. In Q4 2015, Facebook passed a new milestone with 90.6% of all its active users accessing the social network from a mobile device. Of its 1.59 billion monthly active users, 1.44 billion come from mobile, a 21% rise year-over-year.

"Our results show the investments we've made over the past few years are paying off," said Sheryl Sandberg, chief operating officer, referring to the company's strategy of snapping up popular apps. "It is certainly true that consumers have shifted to mobile and businesses need to catch up."

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Tags: advertising, mobile, social media








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