Facebook "Mobile Only" Activity Grows 23% in One Quarter

In Facebook's first filing of a "10 Q" report with the U.S. Securities and Exchange Commission, Facebook reported that 102 million people accessed Facebook solely from mobile in June 2012, a  23 percent increase over the 83 million "mobile-only" users in March, 2012, Facebook's first 10 Q report indicates.


That shows the urgency Facebook needs to apply in the effort to go "mobile first," as Apple and Google already have done with arguably more revenue success. 


The 10 Q report notes that 18.7 percent of Facebook's 543 million monthly mobile users don’t even visit Facebook's "desktop or PC" formatted site.


That means huge exposure for Facebook in the advertising revenues area, and might account for the steady decline of Facebook's stock price since the initial public offering. 


So far, Facebook's approach is the "sponsored story," which first was available to advertisers in February 2012.


But you might argue mobile versions of sponsored stories are quite a bit more effective than sponsored stories viewed on a PC screen. Those mobile "ads" may receive as high as 13 times the click through rate of sponsored stories delivered to PC screens, the filing suggests.