Common-Size Income Statement
Quarterly Data
Based on: 10-Q (reporting date: 2017-03-31), 10-K (reporting date: 2016-12-31), 10-Q (reporting date: 2016-09-30), 10-Q (reporting date: 2016-06-30), 10-Q (reporting date: 2016-03-31), 10-K (reporting date: 2015-12-31), 10-Q (reporting date: 2015-09-30), 10-Q (reporting date: 2015-06-30), 10-Q (reporting date: 2015-03-31), 10-K (reporting date: 2014-12-31), 10-Q (reporting date: 2014-09-30), 10-Q (reporting date: 2014-06-30), 10-Q (reporting date: 2014-03-31), 10-K (reporting date: 2013-12-31), 10-Q (reporting date: 2013-09-30), 10-Q (reporting date: 2013-06-30), 10-Q (reporting date: 2013-03-31), 10-K (reporting date: 2012-12-31), 10-Q (reporting date: 2012-09-30), 10-Q (reporting date: 2012-06-30), 10-Q (reporting date: 2012-03-31).
The company experienced a significant shift in its cost structure between 2012 and 2017, characterized by a substantial increase in direct costs and a corresponding compression of gross margins.
- Gross Profit and Direct Costs
- Traffic acquisition costs remained relatively low and stable, ranging from approximately 4% to 12% of revenue from March 2012 through December 2014. However, starting in March 2015, these costs escalated rapidly, exceeding 30% of revenue by mid-2016 and reaching 37.18% by March 2017. This trend drove the total cost of revenue from a historical average of roughly 30% to over 56% by the end of the period. Consequently, gross profit margins declined from a peak of 73.22% in December 2014 to 43.47% by March 2017.
- Operating Expense Trends
- While direct costs rose, operating expenses as a percentage of revenue showed a general trend of optimization or stability. Sales and marketing expenses decreased from 23.36% in early 2012 to 15.77% by March 2017. Product development costs fluctuated, peaking at 28.01% in June 2014 before settling at 19.00% in March 2017. General and administrative expenses remained relatively constant, typically fluctuating between 10% and 14% of revenue.
- Operating Income and Impairments
- Operating income transitioned from positive margins—averaging between 8% and 16% through 2013—to consistent losses starting in early 2015. This decline was punctuated by extreme volatility due to non-cash charges. A massive goodwill impairment charge in December 2015 represented 350.31% of revenue, causing a severe drop in operating income for that quarter. Additional impairment charges occurred in June 2016, further depressing operational results.
- Non-Operating Income and Net Profitability
- Net income was heavily influenced by non-operating factors, creating a disconnect between operational performance and the bottom line. Significant gains were recorded from the sale of patents and extreme spikes in other income, notably in September 2012 and September 2014. Furthermore, earnings from equity interests provided a consistent and substantial positive contribution, often ranging from 7% to 34% of revenue, which frequently offset operating losses to maintain positive net income in several quarters.
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