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BizReport : Social Marketing : December 24, 2008

Report: More consumers access social nets via mobile

Social marketing is set to become much more than simple contact building. According to a new report from The Kelsey Group and ConStat there has been a 10% increase of users accessing social networks via mobile devices.

by Kristina Knight

That is nearly triple the amount accessing via mobiles in 2007. In the next three years experts predict that more than 800 million users will access social networks via mobile devices; in 2007 only 82 million accessed via mobile.

Although this is a good sign for marketers, mobile social consumers are still more prevalent outside the US. Currently only about 15% of mobile users are conducting local search queries and 14% are conducted generalized search queries. Both of these categories have seen increases in 2008, with local search growing nearly 10%.

Consumers are also accessing music and video sites to download content to their mobiles.

All of this makes the mobile consumers a lucrative possibility for marketers but because of the relatively small numbers, it is clear that marketers need to take baby steps into the mobile marketplace. Rather than pushing 10% or 20% of a marketing budget into mobile, marketers should get their feet wet with simple SMS or coupon based ad campaigns to garner consumers' interest. From there marketers can branch out into mobile video or other mobile possibilities as they are ready.

Tags: mobile marketing, mobile social, social marketing

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