According to the July U.S. multi-platform traffic data report from comScore, Twitter added the most unique visitors, with uniques growing 3.9% month over the month to 121.6 million. Facebook continues to hold the lead, with 205.6 million unique visitors, up 1.3% month over month to 205.6 million. This shows the power of both platforms as an advertising tool, notes Cantor Fitzgerald analyst Youssef Squali. "We expect growth in both users and usage to continue to drive top-line outperformance, resulting in well above-industry growth rates for the foreseeable future," Squali wrote in the note. He has an $82 price target on Facebook.
Facebook now has over 1.3 billion monthly active users (MAUs), with 1.07 billion on mobile. Though those numbers are impressive, the company's daily active users (DAUs) is where the company's enormous reach for advertisers becomes valuable. At the end of the second quarter, it had 829 million DAUs, and 654 million mobile DAUs, an increase of 39% year over year. Facebook has transformed itself into a mobile-first company, generating more than half of its advertising revenue from mobile.
For the second-quarter, Facebook earned 42 cents a share on $2.91 billion in revenue, as revenue from advertising was $2.68 billion, a 67% increase year over year. Mobile advertising revenue rose rose 41% year over year, accounting for 62% of total advertising sales, coming in at $1.66 billion.