Social Networking On-The-Go: U.S. Mobile Social Media Audience Grows 37 Percent in the Past Year
RESTON, Va., Oct. 20, 2011 /PRNewswire/ — comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results of a study on mobile social media usage based on data from its comScore MobiLens service, which showed that 72.2 million Americans accessed social networking sites or blogs on their mobile device in August 2011, an increase of 37 percent in the past year. The study also provided new insights into how mobile users interact with social media, finding that more than half read a post from an organization, brand or event while on their mobile device.
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“Social media is one of the most popular and fastest growing mobile activities, reaching nearly one third of all U.S. mobile users,” said Mark Donovan, comScore senior vice president for mobile. “This behavior is even more prevalent among smartphone owners with three in five accessing social media each month, highlighting the importance of apps and the enhanced functionality of smartphones to social media usage on mobile devices.”
More than Half of Mobile Social Networkers Access Sites on a Near Daily Basis
In August 2011, more than 72.2 million people accessed social networking sites or blogs on their mobile device, an increase of 37 percent from the previous year. Nearly 40 million U.S. mobile users, more than half of the mobile social media audience, access these sites almost every day, demonstrating the importance of this activity to people’s daily routines.
Research also indicated that although more people accessed these sites via their mobile browser, the social networking app audience grew five times faster in the past year. While the mobile browsing social networking audience grew 24 percent to 42.3 million users in the past year, the mobile social networking app audience surged 126 percent to 38.5 million.
Frequency of Use and Method of Access for Mobile Social
Networking/Blog Audience
3 Month Avg. Ending Aug. 2011 vs. 3 Month Avg. Ending Aug. 2010
Total U.S. Mobile Subscribers Ages 13+ (Smartphone and Non-
Smartphone)
Source: comScore MobiLens
-------------------------
Total Audience (000)
--------------------
%
Aug-2010 Aug-2011 Change
-------- -------- ------
Accessed Social Networking Site or Blog
Ever in Month 52,733 72,252 37%
--------------------------------------- ------ ------ ---
Accessed Social Networking Site or Blog
Almost Every Day 25,272 39,854 58%
--------------------------------------- ------ ------ ---
Social networking Access Method:
--------------------------------
Via Mobile Browser 34,192 42,251 24%
------------------ ------ ------ ---
Via Application 17,002 38,453 126%
--------------- ------ ------ ---
Facebook Mobile Audience Approaches 60 Million Users
A look at selected social networking brands, Facebook, Twitter and LinkedIn, revealed that each grew their mobile audiences by at least 50 percent in the past year. Facebook was home to the largest mobile audience among the three destinations with more than 57 million mobile users in August, up 50 percent from the previous year. Twitter saw its mobile audience jump 75 percent to 13.4 million people, while LinkedIn’s mobile audience climbed 69 percent to 5.5 million users.
Audience* for Selected Social Networking
Brands
3 Month Avg. Ending Aug. 2011
Total U.S. Mobile Subscribers Ages 13+
(Smartphone and Non-Smartphone)
Source: comScore MobiLens
-------------------------
Total Audience (000)
--------------------
Aug-2010 Aug-2011 % Change
-------- -------- --------
Facebook 38,240 57,332 50%
-------- ------ ------ ---
Twitter 7,639 13,375 75%
------- ----- ------ ---
LinkedIn 3,234 5,482 69%
-------- ----- ----- ---
*Includes mobile browser and app access.
70 Percent of Mobile Social Networkers Posted a Status Update While on Their Mobile Device
Understanding how mobile users interact with social media is important for brands looking to engage with on-the-go consumers. comScore recently released new social media metrics through its MobiLens service, offering deeper insights into mobile consumers’ social media activities. Of those accessing social networking sites or blogs on their mobile device in August 2011, 80.3 percent read posts from people known personally, while 69.5 percent posted status updates while on their mobile device.
Mobile social networkers also were likely to interact with brands on these sites with more than half (52.9 percent) reading posts from organizations/brands/events. One in three mobile social networkers received a coupon/offer/deal, with one in four (27.7 percent) clicking on an ad while on a social networking site.
Donovan added, “Advertisers and marketers should take note – mobile users are not only engaging with their friends through social networking, but a majority are also interacting with brands in these social media environments. Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services.”
Mobile Social Networking Activities
3 Month Avg. Ending Aug. 2011
Total U.S. Mobile Subscribers Ages 13+ (Smartphone and Non-
Smartphone)
Source: comScore MobiLens
-------------------------
Total Social % of Social
Networking/ Networking/
Blog Blog
Audience Audience
(000) ------------
----
Total Audience Accessing Social
Networking Sites or Blogs: 13+ yrs
old 72,252 100.0%
----------------------------------- ------ -----
Read posts from people known
personally 58,021 80.3%
---------------------------- ------ ----
Posted status update 50,216 69.5%
-------------------- ------ ----
Followed posted link to website 38,431 53.2%
------------------------------- ------ ----
Read posts from organizations/
brands/events 38,209 52.9%
------------------------------ ------ ----
Read posts from public figures/
celebrities 32,350 44.8%
------------------------------- ------ ----
Posted link to website 25,172 34.8%
---------------------- ------ ----
Received coupon/offer/deal 24,071 33.3%
-------------------------- ------ ----
Clicked on advertisement 19,997 27.7%
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