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Mobile usage pushes Facebook engagement to new heights -
February 6, 2012
A greater percentage of Facebook’s monthly active users became daily active users in recent years as consumers switched to smartphones, according to an analysis of the company’s filing for an initial public offering. DAU as a percentage of MAU is an important metric to judge “stickiness.” If the company were gaining millions of new users but not maintaining a steady DAU over MAU, it would suggest those users were not finding reasons to return as frequently. In Facebook’s case, the ratio of monthly users returning daily has increased from 44 percent to 57 percent since June 2009. This supports the idea that the social network not only grew in volume but became more engaging. In its IPO prospectus, the company attributes much of this growth to mobile usage. -
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