Welcome to Mobile Marketer. Skip directly to: main content, navigation, search box.
  • Email this
  • Print
  • ARTICLE TOOLS
    SPONSOR

Receive the latest articles for free. Click here to get the Mobile Marketer newsletters.

84pc of Facebook's ad revenue came from mobile in 2016

facebook

Facebook's earnings report reveals just how deeply mobile contributes to the platform's revenue stream

The vast majority of Facebook's daily active users were on mobile in 2016, according to the company’s financial report.

Facebook’s financial earnings showed a consistency when it comes to mobile, with many of the mobile data points showing increases since last year. The news is yet another testament to mobile’s slow enveloping of the entire digital media ecosystem.

"Our mission to connect the world is more important now than ever," said Mark Zuckerberg, Facebook founder and CEO. 

Mobile ad revenue
Facebook was founded just before the advent of smartphones, when the idea of perusing social media, or even advertising, on mobile was nigh unheard of.

Since then, however, both Facebook and mobile have exploded in popularity. The two have “grown up” together, so to speak, and Facebook has remained one of the innovators when it comes to mobile.

Facebook's earnings report shows huge mobile numbers

Now, years later, mobile dominates Facebook’s ad revenue reports, with 84 percent of all ad revenue from the last year coming from mobile.

Compared to last year, this is an increase of four percent. That number is only expected to grow n the future as desktop computer sales shrink and mobile sales continue to rise.

In addition to ad revenue, the number of mobile daily active users of Facebook makes up almost their entire user list.

In 2016, Facebook had 1.23 billion users total and 1.15 billion specifically on mobile.

For monthly users, the disparity was slightly different. 1.86 billion monthly active users in total and 1.74 billion on mobile specifically. 

Between daily and monthly active users on mobile, Facebook saw a 23 percent increase and 21 percent increase, respectively. 

Mobile future
These numbers signal what many marketers have understood for a long time – to go where consumers are, you have to go to mobile.

This is something that Facebook has understood intrinsically for years.

It was one of the first big social media platforms to have a presence on mobile and the company has not ceased investing into making its mobile presence as strong as possible.

It’s most recent efforts in that regard have largely revolved around Facebook Messenger, the messaging app that has taken on a life of its own once it was separated from the main Facebook app.

Where before, Facebook Messenger was little more than a way to send quick texts to Facebook friends, the platform has evolved into its own animal with a wealth of features exclusively for it.

Chatbots have proliferated since Facebook spun off Messenger

The most prominent of which has been the rise of chatbots. These automated programs have allowed consumers to access app-like features of a brand without having to download an app and all but replaced many other customer service options.

For example, Domino’s just unveiled a fully functional chatbot that lets consumers order off the full Domino’s menu from Facebook Messenger (see story).

And to connect this aspect of their mobile presence back to ad revenue, Facebook has very cautiously and quietly tested ads on Facebook Messenger in a few select markets in an attempt to discern whether they can be viably implemented without alienating customers (see story).

With the overwhelming amount of revenue being generated from mobile, do not expect Facebook to slow down any time soon. In fact, the platform is likely to keep pushing mobile to the forefront of its agenda in order to keep up that momentum.

"Our business did well in 2016, but we have a lot of work ahead to help bring people together," Mr. Zuckerberg said.

Sign up to receive Mobile Marketer Daily. The premier mobile marketing publication. Free!

Danny Parisi is staff writer on Mobile Marketer, New York. Reach him at danny@napean.com.

 
Related content: Social networks, mobile, facebook, earnings, ad revenue, mobile ads

  • Trackback url: http://www.mobilemarketer.com/cms/trackback/24426-1
  • | Follow us on Twitter |
please click here to download now!