Mobile Social Media Audience Growing, Most Interact with Brands

using mobile phone to textThe US mobile social media audience grew 37 percent in the past year, according to study results released last month by comScore, Inc.

The research found 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:

  • Nearly 40 million US mobile users –that’s more than half of the mobile social media audience — access social networking sites or blogs on their mobile devices almost every day.
  • The social networking app audience is surging. 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 skyrocketed 126 percent to 38.5 million.
  • Facebook, Twitter and LinkedIn 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 social networking platforms, 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.
  • 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. More than half (52.9 percent) said they read posts from organizations/brands/events. One in three received a coupon/offer/deal, and one in four (27.7 percent) clicked on an ad while on a social networking site.

Obviously, that last data point is particularly relevant to marketers looking for ways to engage prospects and customers with compelling messages, discounts and other promotions.

“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,” Mark Donovan, comScore senior vice president for mobile, said. “Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services.”

More details from the study are available here.

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