If the recently announced Facebook Home, the company’s new people-first overlay for Android, further confirms Facebook’s commitment to mobile, than the company’s first quarter numbers show that commitment paying off.
While Facebook’s annual EPS held steady at $0.09, the company managed to boost its revenue 38 percent over the first quarter of 2012 to $1.46 billion. Its adjusted profits saw an increase too, rising 7 percent annually to $219 million.
Facebook took in $1.85 billion in revenue from advertising for the quarter, which represented 85 percent of total revenue for the quarter. And of that $1.85 billion, 30 percent came from mobile advertising, which is up from 23 percent during the previous quarter.
Most eye-popping of Facebook’s mobile numbers, though, is the 751 million mobile monthly active users (MAU), representing a 54 percent annual increase. After seeing mobile daily active users surpass web daily active users for the first time last quarter, Facebook’s mobile audience has continued to grow impressively.
Boosts in mobile advertising revenue can likely be attributed to improved ad targeting, seen in recently launched Facebook products like Lookalike Audiences, Managed Custom Audiences, and Partner Categories. Facebook also made some recent partnerships with Datalogix, Epsilon, Acxiom and BlueKai that allow marketers to use off-Facebook purchasing data in ad targeting.
After announcing its first quarter numbers near the end of trading Wednesday, Facebook’s stock is up more than three percent.