Facebook continued growing its business with ads placed on small screens last quarter, when it generated 73 percent of its sales from mobile ads.
Facebook’s total first-quarter revenue was $3.54 billion, up more than 40 percent from a year earlier, the company reported Wednesday. That was a bit less than the consensus analyst estimate of $3.56 billion, as polled by Thomson Reuters.
With a trove of personal data on its billion-plus members—many of whom now log in from their smartphones—Facebook’s mobile ad business has become a powerhouse.
During the quarter, which ended March 31, Facebook grew its mobile ad sales by 59 percent to $2.59 billion. After going public in mid-2012, Facebook faced questions from investors over its ability to grow its business on mobile, but the company eventually dispelled those doubts.
Net income came in at $512 million, down 20 percent, while earnings per share dropped 28 percent to $0.18.
On a pro forma basis, which excludes certain costs, such as share-based compensation and related payroll tax expenses, Facebook had earnings per share of $0.42, up from $0.35 last year, and beating the analyst consensus estimate of $0.40.
“This was a strong start to the year,” CEO Mark Zuckerberg said in a statement.
The company’s costs and expenses rose by more than 80 percent from a year earlier, to $2.61 billion.
The number of people who log in monthly to Facebook grew by 13 percent, to 1.44 billion. And the number of those people who log in from a mobile device grew faster, by 24 percent to 1.25 billion.
In addition to its primary mobile app, Facebook now operates a suite of apps including Instagram, Messenger, and WhatsApp. But its flagship app generates by far the most mobile ad sales.