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Facebook Statistics 2012: New Data Revealed in IPO Filing

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Facebook Statistics 2012

Facebook statistics Jan 2012

2012 Facebook statistics heretofore unseen by the world (but estimated by market research firms such as Nielsen) are now in the public eye, as a part of the disclosures required for its upcoming initial public offering. The highlights:

  • Facebook has 845 million monthly active users (anyone who has logged in once in the last 30 days), with a year over year growth of 39%.
  • 57% of monthly active users log in daily, up from 54% in 2010. This means Facebook is becoming a daily habit for more of the world.
  • Facebook statistics (2012) reveal there are 483 million daily active users as of December, with year over year growth of 48%. Growth occurred in daily active users across major markets including Brazil, Canada, Germany, Mexico, the United Kingdom, and the United States according to Facebook statistics. 2012 increased mobile usage was a key contributor to this growth.
  • These new 2012 Facebook statistics disclosures reveal 425 million monthly mobile users.

This means about half of active Facebook users log in daily, and half of monthly users check the site from a mobile device.

  • 100 billion friend connections as of December 31, 2011
  • 2.7 billion Likes and comments per day during the last quarter of 2011

With 845 million monthly users and 2.7 billion Likes and comments per day, we’re looking at those 845 million users generating 81 billion Likes and comments per month, or about 95 comments and likes per monthly user per day. Bear in mind this is a bar-napkin analysis and doesn’t take into account those users that don’t check in at least once a month. However, I’d venture a guess that someone who doesn’t log into the site at least monthly isn’t doing a lot of Liking and commenting the few times that he/she is on the site.

Network Map Included with Facebook Statistics 2012 Disclosure

Facebook included a network map in their public disclosure:

Facebook 2012 Statistics

Let’s examine this network map a bit. The countries that are “lit up” are the most intra-connected. The lines represent friends (likely tens of thousands of them). The countries that are dark are the least. Note that more population-dense areas tend to be more intraconnected than population-sparse areas, and richer countries tend to be more intraconnected than poorer countries. You can see for example on the far right, lower corner, that the more densely populated East coast of Australia is lit up and shares a lot of connections with New Zealand. Likewise we can see that most connections with Hawaii are going to the continental United States.

What’s interesting about this map? China, which blocks Facebook and has their own version of the software, is noticeably dark. However, there are connections visible with Beijing and Shanghai. Russia is fairly dark, except for Moscow. South Korea is lit up like a tiny Christmas tree, while North Korea is nonexistent. The Philippines (where I’m based), having the largest Facebook penetration in the world, glows brightest in Central Luzon, where Manila is located.

Now let’s look at the finances disclosed by Facebook. 2012 statistics on their finances make a compelling case for the fact that brands are spending quite a bit on advertising, which makes up the lion’s share of Facebook’s revenue.

  • Facebook posted $3.7 billion in revenues in 2011. About $1 billion of that was profit.
  • Profits soared 65% from $606 million in 2010.
  • Zynga (creators of the Farmville/Cityville franchise) makes up 12% of overall Facebook revenue
  • Google disclosed for its IPO that it posted $961.8 million in revenue and $105.6 million. 2012 Facebook statistics show that profits are nearly 10 times as high.

These 2012 Facebook statistics reveal new information about the company’s operations. They are now in a “quiet period,” unable to say more than they’ve already disclosed until after their IPO. I know this because I’ve been politely rebuffed by their press office. 🙂

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