Summary:

Facebook’s nearly 200-page S-1 filing appears to have crippled the Securities and Exchange Commission’s Edgar website with the mass of peopl…

Mark Zuckerberg
photo: Background: Shutterstock/Thomas Pajot & Zuckerberg: Andrew Feinberg/Flickr

Facebook‘s nearly 200-page S-1 filing appears to have crippled the Securities and Exchange Commission’s Edgar website with the mass of people going there to take a peek at the social network’s numbers. That traffic may well be matched by the weight of numbers in the filing itself. Here’s a look at some of them:

845 million active users, 100 billion “friendships”, 250 million photos uploaded daily

That works out to an average of 118.3 friends per user, and an average of 3.4 0.3 pictures uploaded each day by those active users. Among those 845 million active users, more than half — 483 million — are actually daily active users (taking the photo average up to 0.5 uploads per day, or around 15 per month). They’ve gone up by 48 percent since December 2010, when they stood at 327 million DAUs. Those numbers sound big on one hand, but not so big on another: doing some very basic math, this works out to average revenues per user of only $4.39. As a point of comparison, Google (NSDQ: GOOG) currently makes about $36 per user; Yahoo (NSDQ: YHOO) $16 per user (via CBS).

$1 billion in net income on revenues of $3.711 billion

That works out to net income at about 30 percent of revenues in 2011, up slightly from the previous two years when net income was at about 29 percent of revenues. A sign of improving efficiencies?

$3.2 billion in ad revenue

That’s the ad revenue figure for 2011, out of total revenues of $3.7 billion. The rest of its revenue is made up by Facebook Credits and other payments. The growth in ad revenues at the moment appears to be slowing down: Facebook says between 2009 and 2010, ad revenues grew by 145 percent, but then between 2010 and 2011 it grew by only 69 percent. There’s a clear sign that Facebook will need to further diversify how it makes its money if that trend continues. Credits and other fees are still very much on the rise and becoming a more prominent part of the overall revenue pie. In 2011 they amounted to 15 percent of revenues ($557 million); in 2010 they accounted for only five percent ($106 million).

$0 in mobile advertising

Facebook currently makes nothing from advertising on mobile devices because it has yet to extend ads to its mobile platforms. The S-1 didn’t specify whether it planned to introduce this and in fact cast its mobile prospects in the most sober light possible: Facebook thinks that growth in mobile monthly active users will exceed the growth of overall MAUs “for the foreseeable future” as Facebook continues to encourage more mobile use of its platform. There must be a business agenda in that but Facebook doesn’t spell it out here. In fact, it cautions that as more people could just start using the mobile platforms more than the desktop version, where ads do appear, “if we are unable to successfully implement monetization strategies for our mobile users, our revenue and financial results may be negatively affected.”

Zuck’s salary is going down to $1 from next year. At the moment Facebook has 3,200 employees in total. That works out to an average revenue per employee of $1,159,687.50.

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