• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Facebook triumphant with mobile, less so with teens

By
Erin Griffith
Erin Griffith
Down Arrow Button Icon
By
Erin Griffith
Erin Griffith
Down Arrow Button Icon
January 30, 2014, 12:18 AM ET

FORTUNE — Since its disastrous IPO in 2012, Facebook has worked to quiet the skeptics. With its annual earnings report Wednesday, CEO Mark Zuckerberg can finally relax: Facebook (FB) is officially a mobile company.

The fourth quarter marks the first time mobile advertising accounted for the majority of Facebook’s revenue, representing 53% of income at $1.25 billion. Facebook’s daily mobile users now outnumber its desktop users by 200 million, said CFO David Ebersman.

All told, Facebook announced $2.59 billion in fourth-quarter revenue, a 63% increase from the same time last year. Earnings per share for the quarter were $0.20, a jump from $0.03 over the same time last year. For the full fiscal year, Facebook earned $7.78 billion in revenue, up 55% from the prior year. Net earnings per share for the year were $0.60, a jump from $0.01 in 2012.

Wall Street responded positively, with Facebook shares rising more than 11% in after-market trading.

MORE: Is time running out for Marissa Mayer?

For context, just six quarters ago, Facebook earned zero dollars from mobile. Now it’s earning $1.25 billion per quarter. Only three years ago, the entire U.S. mobile advertising market was worth just $1.45 billion. Facebook and Google (GOOG) have been driving overall ad spending in the mobile market, commanding 18.4% and 53.2% of the market, respectively.

The news provides a stark contrast to Yahoo’s (YHOO) year-end earnings call Tuesday. In it, CEO Marissa Mayer stressed the importance of mobile as a “huge driver of growth,” and indeed, Yahoo’s mobile audience grew to 400 million last year. She has thrown plenty of people at the problem, increasing Yahoo’s mobile team from 100 to 500 employees. But none of the company’s numerous apps have cracked the top 50 in Apple’s App Store. Worse, Yahoo’s mobile ad revenue was “not material” enough to break out as a separate line of income. 

Still, there’s just one catch to Facebook’s blockbuster mobile business: those pesky teens. The narrative that young users are leaving Facebook has dogged the company throughout the last year. It was exacerbated last quarter when Ebersman admitted that Facebook had seen a decrease in daily users “specifically among younger teens.” (He dodged the question on Wednesday’s earnings call, noting there is “no new data to report.”)

Losing young users is worrisome for a social network, and Facebook has become increasingly desperate in its efforts to reverse that trend. First it copied Snapchat, an app popular with teenagers, with Poke. That didn’t work. Then it tried to buy Snapchat for an eye-popping $3 billion. That didn’t work either.

MORE: eBay CEO: Icahn’s call for PayPal spin-off is old news

For now, Facebook’s answer to that persistent teen question is Instagram. Facebook bought the mobile-first company in 2012, and it has remained popular with younger users. Whenever a competing app begins to threaten Facebook’s position, Instagram can copy it. Instagram debuted a video feature after Vine, a video sharing app, took off. Then in December, Instagram revealed a new feature for sharing privately, similar to Snapchat.

Last quarter Facebook began to monetize Instagram (and its teen users). On Wednesday, Zuckberg emphasized the program is very early stage. “We’re still trying to learn the right way to approach it,” he said. The slow start might be a result of losing a key hire. In December, Emily White, Instagram’s head of business operations left Facebook for a new gig that couldn’t have made Zuckerberg happy — White is now running operations at Snapchat.

About the Author
By Erin Griffith
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Lists Calendar
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Lists Calendar
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

DOJ uses White House correspondents’ dinner shooting to pressure preservations to drop lawsuit over Trump’s $400 million ballroom
PoliticsDepartment of Justice
DOJ uses White House correspondents’ dinner shooting to pressure preservations to drop lawsuit over Trump’s $400 million ballroom
By Meg Kinnard and The Associated PressApril 26, 2026
5 hours ago
The ‘obscene economics’ of modern warfare show how the race to military supremacy is transforming, while U.S. rearmament relies on China 
Economyarms, weapons, and defense
The ‘obscene economics’ of modern warfare show how the race to military supremacy is transforming, while U.S. rearmament relies on China 
By Jason MaApril 26, 2026
6 hours ago
John Ternus, Apple’s new CEO, inherits a rebounding China business—and some messy headaches
AsiaApple
John Ternus, Apple’s new CEO, inherits a rebounding China business—and some messy headaches
By Nicholas GordonApril 26, 2026
7 hours ago
Chevron CEO says Venezuela must do more for oil industry revival
EnergyVenezuela
Chevron CEO says Venezuela must do more for oil industry revival
By Maria Paula Mijares Torres and BloombergApril 26, 2026
8 hours ago
Another attack at ‘Hinckley Hilton’ raises new security concerns
Politicsgun violence
Another attack at ‘Hinckley Hilton’ raises new security concerns
By Josh Wingrove, Myles Miller, Hadriana Lowenkron and BloombergApril 26, 2026
8 hours ago
Sergey Brin confronted Gavin Newsom at a treehouse party — then launched a political war
PoliticsElections
Sergey Brin confronted Gavin Newsom at a treehouse party — then launched a political war
By Eliyahu Kamisher, Biz Carson and BloombergApril 26, 2026
8 hours ago

Most Popular

'You feel radicalized': A Meta AI exec watched agents beat her top workers. Now she's built a nonprofit to help Gen Z find jobs before they disappear
Future of Work
'You feel radicalized': A Meta AI exec watched agents beat her top workers. Now she's built a nonprofit to help Gen Z find jobs before they disappear
By Jake AngeloApril 26, 2026
20 hours ago
The U.S. military may have already used up half of its most expensive missiles, and it could take up to 4 years to rebuild its stockpiles
Politics
The U.S. military may have already used up half of its most expensive missiles, and it could take up to 4 years to rebuild its stockpiles
By Sasha RogelbergApril 24, 2026
2 days ago
More than 90,000 tech workers have been laid off this year. But here’s why companies like Microsoft are offering voluntary buyouts instead
Big Tech
More than 90,000 tech workers have been laid off this year. But here’s why companies like Microsoft are offering voluntary buyouts instead
By Jacqueline MunisApril 26, 2026
16 hours ago
Tim Cook built Apple into a $4 trillion company. Then his greatest strength became his biggest liability
Commentary
Tim Cook built Apple into a $4 trillion company. Then his greatest strength became his biggest liability
By Andrea PetroneApril 25, 2026
2 days ago
Despite nearing their 60s, nearly four in 10 Americans heading towards the end of their careers don’t even have a retirement account
Success
Despite nearing their 60s, nearly four in 10 Americans heading towards the end of their careers don’t even have a retirement account
By Emma BurleighApril 23, 2026
4 days ago
This CEO lived on canned soup and took just two days off for his daughter’s birth. Now he admits he lost sight of proper work-life balance
Success
This CEO lived on canned soup and took just two days off for his daughter’s birth. Now he admits he lost sight of proper work-life balance
By Preston ForeApril 25, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.