Google (NASDAQ:GOOG) continues to back Google+, its answer to Facebook (NASDAQ:FB), with all its force, despite it not gaining much traction in the months since it was launched. At Google I/O 2012, it revealed that Google+ currently has more than 250 million total users, 150 million monthly active users and 75 million daily active users, and that the service was seeing high levels of engagement. It has now revamped its iPhone app, and launched a new app for the iPad. Given the massive iPhone and iPad user base and the typical usage patterns on tablets, this could lead to a significant boost in user engagement levels for Google+.  
The iPad app makes it easy for users to interact with shared content using a touch based interface, and places emphasis on sharing and relationships. It also makes it easier to start Hangouts on the iPad.
Besides the iPad app, Google also launched a migration tool for Google+ Circles which will let users migrate circles, members and other settings between different accounts. This could make the service more fluid and flexible, especially for corporate users who share accounts and would like to maintain their data irrespective of the account they use.
If user levels and active usage on Google+ see a major inflection point in the near term, Google may be able to generate increasing amounts of social advertising revenue from the platform. Additionally, the data gathered on users from Google+ could also help Google improve its core search experience.
Search and display advertising account for more than 75% of Google’s total $680 Trefis price estimate, which is 20% above market price.Notes:
- Google+ app for iPad available now in the App Store, Google Blog [↩]
- Google releases migration tool for Google+ circles and connections, 9to5Google [↩]