As of Q1 2013 76.5% of Sina Weibo users logged in through mobile devices and 34% of ad revenue was from mobile, up from 25% quarter-over-quarter, disclosed Sina management on the earnings conference call today. Sina Weibo recorded $18.8 million in advertising and $11.1 million in value-added services; of the latter $2 million is from membership subscriptions and the rest from web games (or browser game), which is a 180% increase.

Fensitong, or promoted feed ad program, now has over one thousand customers that have deposited money. Currently most customers that place budget on Weibo are still brand advertisers who has been doing marketing with Sina’s properties, but Sina wants to popularize it among SMEs, according to Charles Chao, chairman and CEO of Sina Corp. Several agencies in Zhejiang and Jiangsu provinces are managing those customers for Sina.

As offering games is a proven way to monetize a large user base in China, Charles Chao said they’d continue to work on it.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com