Facebook's strong mobile advertising business helped the social network to report positive second quarter results.
Revenue climbed 39 percent to $4.04 billion as net income declined by 9 percent to $719 million. The profit decline was mainly caused by an 82-percent jump in expenses as the company ramped up its R&D expenditure.
When Facebook started selling mobile ads in 2012, not even the keenest optimists could have predicted how big a success they would become. In each of the past ten quarters, mobile ads have accounted for more then 90% of Facebook's revenue growth. In the first six months of 2015, all of the company's growth came from advertising on tablets and smartphones. Mobile ad revenue now accounts for 76 percent of Facebook's advertising revenue and 72 percent of total revenue.
Considering the fact that Facebook has 844 million mobile users on an average day, it is no surprise that its mobile advertising efforts are successful. The pace at which mobile ads have become the most important source of revenue for the company is astonishing though.
This chart shows Facebook's revenue growth since the first quarter of 2012.
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