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

That figure is up from 25 per cent in Q4, 2012 – a rise at least partially accounted for by the introduction of in-app ads, which only came into play at 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 number of monthly unique users across all platforms was roughly 102m.

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

“Weve actually seen the share of ads on mobile rise,” said Stoppleman during the call. “This quarter, it was 36 per cent, and we think thatll continue to drift upwards as more users shift to mobile in general. But its important to note that all ad opportunities for us are essentially created equal, and so were somewhat indifferent whether were showing an ad on the web or on mobile because its all inventory that were trying to fill by reaching out to advertisers and selling it.”