Facebook 2012 Annual Report Download - page 9

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PART I
Item 1. Business
Overview
Our mission is to make the world more open and connected.
Millions of people come to Facebook every day to stay connected with their friends and family, to discover
what is going on in the world around them, and to share and express what matters to them to the people they care
about.
Developers can use the Facebook Platform to build applications (apps) and websites that integrate with
Facebook to reach our global network of users and to build products that are more personalized and social.
Marketers can engage with more than one billion monthly active users on Facebook or subsets of our users
based on information people have chosen to share with us such as their age, location, gender, or interests. We
offer marketers a unique combination of reach, relevance, social context, and engagement to enhance the value of
their ads.
We believe that we are at the forefront of enabling faster, easier, and richer communication between people
and that Facebook has become an integral part of many of our users’ daily lives.
2012 Highlights
• We had 1.06 billion monthly active users (MAUs) as of December 31, 2012, an increase of 25% as
compared to 845 million MAUs as of December 31, 2011.
• We had 618 million daily active users (DAUs) on average in December 2012, an increase of 28% as
compared to 483 million DAUs in December 2011.
• We had 680 million MAUs who used Facebook mobile products in December 2012, an increase of
57% as compared to 432 million MAUs who used Facebook mobile products in December 2011.
• There were more than 150 billion friend connections on Facebook as of December 31, 2012.
• On average more than 350 million photos per day were uploaded to Facebook in the fourth quarter of
2012. Over 240 billion photos have been shared on Facebook.
• As of December 31, 2012, there were more than 50 million Pages with ten or more Likes.
• In August 2012, we acquired Instagram, a photo-sharing service with over 100 million registered users.
• In 2012, we released a number of new Facebook apps for iPhone, iPad, and Android devices. These
releases were built to improve the speed and quality of our mobile product offerings.
• In 2012, we introduced features that give marketers new ways to reach people who use Facebook.
These include ads in News Feed on both desktop and mobile devices and Custom Audiences, a feature
that allows marketers to find their offline customers among Facebook users, and Facebook Exchange
(FBX), a real-time bidded ad exchange.
How We Create Value for Users
Our top priority is to build useful and engaging products that enable you to:
•Connect and Share with Your Friends. With more than one billion MAUs worldwide, Facebook users
are increasingly able to find and stay connected with their friends, family, and colleagues on Facebook.
•Discover and Learn. We believe that people come to Facebook to discover and learn more about what
is going on in the world around them, particularly in the lives of their friends and family and with
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