Facebook's latest earnings report contains figures that, while impressive, aren't necessarily surprising. Namely, nearly 30 per cent of the social network's advertising revenue now comes from mobile platforms.

Mo' money

Around US $375 million of Facebook's US $1.25 billion advertising revenue now comes from mobile products.

This marks an impressive 22.5 per cent quarter-over-quarter rise in Facebook's mobile advertising. Last quarter the social network netted US $309 million, or 23 per cent, from mobile ads.

“What we have seen has made us more confident we can do more with advertising over time,” Mark Zuckerberg told analysts. He also said Facebook's goal was to build the best mobile product on the market.

App that

As more of its billion plus users shift to mobile, some pundits have speculated about Facebook's ability to adapt to a post-desktop world.

While slow to adapt, over the past year Facebook has vigorously introduced scores of profitable mobile updates and advertising products, including Facebook Home, increased ad targeting based on buying habits and the new app-install ads, which connects developers with new customers.

If this week's earnings are anything to go by, Facebook's mobile revenue may well be worth more than 30 per cent by next quarter.

To read the full earnings report visit investor.fb.com/results.

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