Menlo Park, California–Social network giant Facebook reported it’s monthly mobile users increased by 57 percent in the last quarter of 2012 from a year earlier. The increase totals 680 million monthly mobile users–something the social media platform has said it needs to improve.
Industry analysts, as well as Wall Street, has been critical of the social property’s ability to monetize itself. And that uncertainty stems from its IPO prospectus which disclosed that about 90 percent of its registered users access the site via mobile device, but the company did not place ads on its mobile interface at that time.
Since then, the social media site has implementing monetization efforts and has said its ad revenue from mobile climbed to 23 percent in the last quarter of 2012, up from 14 percent the previous quarter of 2012 and zero percent from the beginning of 2012.
Analysts observe the site needs to implement more varied forms of advertising for both its desktop and mobile sites. “They need to improve their advertising formats. I can tell you that the selection is limited now. There’s a lot more they can do. They need to do more than just provide links and display ads. It needs to be more engaging than that. They need to give ads more depth and content,” said Brian Blau, an analyst with Gartner, Inc.