Capturing a mobile audience seems to be the key for success at Facebook. During an earnings call to report third quarter results yesterday, Oct. 30, CEO Mark Zuckerberg revealed that 48 percent of users on a given day are only accessing Facebook from mobile. That comes as nearly half — 49 percent — of the company's advertising revenues, its key revenue driver, now come from mobile ads, up from 41 percent in the second quarter. At this rate, Zuckerberg reiterated his prediction that mobile revenues would pass desktop by the end of this year.
Comapred to the previous quarter, Facebook reported daily active users on mobile worldwide now stand at 507 million, up by 38 million, while monthly active users are up to 874 million, an increase of 55 million. Total revenue for the company stands at $2.02 billion, up 60% compared with last year's third quarter.
"The strong results we achieved this quarter show that we're prepared for the next phase of our company," Facebook chief executive Mark Zuckerberg said in a statement.
That next phase will see an introduction of new marketing tools to help both users and advertisers get more comfortable with mobile ads. Facebook announced that it will be unveiling FBX, the real-time exchange that surfaces Facebook ads based on users' past browsing behavior. This comes on the heels of the company's recently renovated "mobile app ads," which encourage users to download and use advertisers' apps from their news feed.
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