36 per cent of all ad impressions on local directory and reviews service Yelp came from mobile devices during Q1, 2013, in keeping with its quarterly results.

That figure is up from 25 per cent in Q4, 2012 – an increase at the least partially accounted for by the introduction of in-app ads, which only came into play on the tail end of Q4.

During the period, the Yelp apps saw a monthly average of around 10m unique users, while its mobile site saw around 30m. By comparison, its total choice of monthly unique users across all platforms was roughly 102m.

In a conference call following the outcomes, Yelp co-founder and CEO Jeremy Stoppelman announced  that 45 per cent of all search volume came from its apps.

“We’ve actually seen the proportion of ads on mobile rise,” said Stoppleman in the course of the call. “This quarter, it was 36 per cent, and we expect that’ll continue to float upwards as more users shift to mobile normally. But you must note that every one ad opportunities for us are essentially created equal, and so we’re somewhat indifferent whether we’re showing an ad on the net or on mobile because it is all inventory that we’re attempting to fill by reaching out to advertisers and selling it.”