The much-seized-upon news from Facebook’s Q2 earnings release [PDF] was that mobile now accounts for 41% of ad revenues, a big jump from 30% in Q1. It’s no secret that a growing proportion of Facebook’s users are visiting the site from mobile phones, so how does that 41% stack up when compared against Facebook’s mobile audience? This past quarter, mobile monthly active users (MAUs) represented 71% of its total MAU audience of 1.16 billion.
Facebook’s mobile share of ad revenues appears to be growing more quickly than its mobile audience share, but that’s not too surprising given that the latter is already very high. One would expect that pattern to continue, although there will likely be a balancing act to perform: some users are already complaining that ads are interfering with their experience (although that study was not limited to mobile ads). For what it’s worth, Facebook said that ads make up 5% of its NewsFeed. Read the rest at MarketingCharts.