ad business is growing like gangbusters, with marketers
forking over big dollars to reach the social network’s vast
audience of North American users.
During the fourth quarter, Facebook said that its average revenue
per user in the US and Canada swelled to $19.86, up from $13.70
in the final three months of 2015.
Even more impressive, the North American ARPU has exploded in the
five years since Facebook had its IPO. In the fourth quarter of
2012, Facebook’s average revenue per user in the US and Canada
was just $4.08
Facebook has 231 million monthly users in the US and Canada, the
regions that advertisers are most interested in reaching thanks
to the relatively affluent nature of those people.
And the company’s revenue growth is being driven bymobile
advertising. Indeed the bulk of Facebook’s North American ARPU in
Q4 2016 was from advertising, with Facebook’s payments
business contributing just 53 cents.
Facebook’s total worldwide revenue also continues to grow,
reaching $4.83 in Q4, up more than $1 per user from the year
before. For perspective, shortly before Facebook went public
in May 2012, its worldwide ARPU was $1.21.
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