SAN FRANCISCO (AP) — For all the huge numbers in Facebook’s IPO papers, a surprisingly small figure stands out: $4.39, the amount the site generated per user last year.
It’s one of the company’s major challenges because the total is paltry compared with competing Internet companies. Google makes more than $30 a year from each registered user. Even struggling Yahoo and AOL make $7 and $10, respectively.
Once Facebook goes public, Wall Street will surely demand more. That means the social network will almost certainly have to attract a lot more users or be more aggressive with its advertising, perhaps by mining personal data even more than it does now.
But can Facebook do all that without spoiling the user experience?
The company may have a tough time increasing the
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