• by Mark Walsh  @markfwal, July 24, 2012

Ahead of Facebook’s first quarterly earnings report on Thursday, AdParlor has released data showing mobile ads on the social network cost less and perform better than those on the desktop. That's especially true for Android devices. AdParlor and other firms that specialize in Facebook advertising issued similar findings last month. Among the highlights from the updated AdParlor data:

-Click-through-rates Are 15x Higher on mobile.

-Clicks are 30% cheaper on mobile.

-Mobile ads yield a conversion rate 16% lower than non-mobile ads.

-Entertainment vertical shows highest CTR on mobile.

-Android has a 62% higher CTR than the iPhone & BlackBerry.

-Fans coming from mobile comment 22% more and “like” posts 63% more than non-mobile users.

-Fans coming from non-mobile drive 6-8x more engagement in terms of creating posts, viewing photos, clicking on links, and watching videos.

The AdParlor data was collected over one-month period and spanned 200 million ad impressions across mobile and non-mobile placements. The full report can be found here.