Facebook’s 10-K Filing: More Than 50M Pages With 10 Likes Or More; 10M Apps Using Platform

By David Cohen 

There were more than 50 million Facebook pages with at least 10 likes as of Dec. 31, 2012, and some 10 million applications were using the social network’s platform, according to its annual form 10-K filed with the Securities and Exchange Commission following the release of its fourth-quarter earnings report last week.

Facts shared by Facebook in its 10K filing include:

  • We had 1.06 billion monthly active users (MAUs) as of Dec. 31, 2012, an increase of 25 percent as compared to 845 million MAUs as of Dec. 31, 2011.
  • We had 618 million daily active users (DAUs) on average in December 2012, an increase of 28 percent 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 percent 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 Dec. 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 Dec. 31, 2012, there were more than 50 million pages with 10 or more likes.
  • More than 10 million apps and websites were integrated with Facebook as of Dec. 31, 2012.
  • As of December 31, 2012, we had 4,619 employees.

Facebook also revealed details about how many invalid accounts may be active on the social network, saying that it believes duplicate accounts may have comprised 5 percent of its MAUs during the fourth quarter of 2012, along with user-misclassified accounts representing 1.3 percent and “undesirable” accounts making up 0.9 percent.

While those percentages may not seem high, when taking into account the social network’s MAU base of 1.06 billion, they translate into roughly 53 million duplicate accounts, 13.78 million user-misclassified accounts, and 9.5 million undesirable accounts.

Here are more details from Facebook regarding troublesome accounts:

The numbers of our MAUs, DAUs, mobile MAUs, and average revenue per user are calculated using internal company data based on the activity of user accounts. While these numbers are based on what we believe to be reasonable estimates of our user base for the applicable period of measurement, there are inherent challenges in measuring usage of our products across large online and mobile populations around the world.

For example, there may be individuals who maintain one or more Facebook accounts in violation of our terms of service. We estimate, for example, that “duplicate” accounts (an account that a user maintains in addition to his or her principal account) may have represented approximately 5 percent of our worldwide MAUs as of Dec. 31, 2012.

We also seek to identify “false” accounts, which we divide into two categories:

User-misclassified accounts, where users have created personal profiles for a business, organization, or non-human entity such as a pet (such entities are permitted on Facebook using a page rather than a personal profile under our terms of service).

And undesirable accounts, which represent user profiles that we determine are intended to be used for purposes that violate our terms of service, such as spamming.

As of Dec. 31, 2012, for example, we estimate that user-misclassified accounts may have represented approximately 1.3 percent of our worldwide MAUs and undesirable accounts may have represented approximately 0.9 percent of our worldwide MAUs.

We believe the percentage of accounts that are duplicate or false is meaningfully lower in developed markets such as the U.S. or Australia and higher in developing markets such as Indonesia and Turkey.

However, these estimates are based on an internal review of a limited sample of accounts, and we apply significant judgment in making this determination, such as identifying names that appear to be fake or other behavior that appears inauthentic to the reviewers. As such, our estimation of duplicate or false accounts may not accurately represent the actual number of such accounts.

We are continually seeking to improve our ability to identify duplicate or false accounts and estimate the total number of such accounts, and such estimates may change due to improvements or changes in our methodology.

Readers: Are you surprised by the large number of duplicate or false accounts that may still be active on Facebook?

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