Facebook Inc. (FB): 20% of Ad Expenses Goes Mobile, Study Says

Facebook Inc. (NASDAQ:FB) has made quite an effort since last spring to find ways to monetize mobile, as CEO Mark Zuckerberg acknowledged that his social-media platform had initially fallen behind the user migration to mobile devices. But with the progress made by the company, mobile is becoming very prominent in the company’s business model, and it’s starting to pay some dividends on the revenue bottom line, according to the latest study of Facebook’s mobile presence.

In the most recent study by Kenshoo, 20.3 percent of Facebook Inc. (NASDAQ:FB) ad spending goes to mobile, which is a significant jump from Facebook’s own report in October, which listed 14 percent of ad spending going to mobile. Additionally, the study noted that more than 70 percent of the spending on mobile devices was directed to phones running the Android operating system by Google Inc. (NASDAQ:GOOG), which we noted in this article was a much larger market than the iOS devices by Apple Inc. (NASDAQ:AAPL), though Facebook has better app penetration on the iDevices.

What other reports are floating around?

There have been other reports in recent months about different Facebook Inc. (NASDAQ:FB) advertising concepts and their results. There was a piece last fall that surveyed five major Facebook ad platforms who noted intense interest in  mobile advertising that promoted Facebook Pages,  and a couple studies last week suggested that Facebook ads that promoted mobile app installs developed high click-through rates.

Kenshoo also noted in its study that Facebook Inc. (NASDAQ:FB) sells its mobile ads at a 70 percent over its desktop ads – mainly because one mobile ad takes up most of the viewing area on a mobile device, while a the view of a desktop could contain six or seven ads – and while Facebook has made progress with Android smartphones, the Android tablets have been severely lacking. Ad spend on tablets is 97 percent to iPad devices vs. just 3 percent on Android devices.

How do you assess this information when it comes to Facebook Inc. (NASDAQ:FB) and its push for revenue improvement? Do you see Facebook progressing in mobile, and what do you think are Facebook’s prospects for 2013? Give us your thoughts!

See these related FB articles:

Facebook has 70% Penetration With Its iOS App

New COPPA Rules May Give Facebook an Ad Loophole

Facebook Could Make Billions in E-commerce, Says Apple Analyst