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BizReport : Social Marketing : March 16, 2010

Mobile consumers show high social tendencies

Over the last year, the number of mobile social networkers have grown by triple digits. According to a recent comScore report mobile visits to Facebook and Twitter, the two largest social networks, have grown by more than 100% (access to Facebook) and nearly 350% (Twitter access) respectively. Access by smartphones alone have increased by more than 30%.

by Kristina Knight

facebook1.jpgWhile some research shows that most consumers will delete an app within a week of downloading it, this research showing how many consumers continually update statuses or tweet to their friends is a strong indicator that mobile consumers will stay in the social marketplace. Smartphone access to social networks increased by just over 8% from January 2009 to January 2010; access by feature phones increased 2.3%.

"Social networking remains one of the most popular and fastest-growing behaviors on both the PC-based Internet and the mobile Web," said Mark Donovan, comScore senior vice president of mobile. "Social media is a natural sweet spot for mobile since mobile devices are at the center of how people communicate with their circle of friends, whether by phone, text, email, or, increasingly, accessing social networking sites via a mobile browser."

While there are apps for smartphone users making it as simple as clicking a button to connect, many consumers are connecting through or through a mobile internet browser. Mobile subscriber visits to increased by 112% while visits to increase by 347%. Visits to decreased by 7%.

Research from Nielsen indicates that women rule the mobile social world. More than half of mobile social network connections were made by women (55%). Researchers also found that the teen and college student demographic were less likely than they parents to connect mobilly.

Meanwhile, the most recent information from Hitwise shows that Facebook is now the top-visited website in America, beating out perennial favorite Google for unique hits. Hitwise researchers found that Facebook received more visits that Google for the week ending March 13, 2010. Facebook's marketshare increased by 185% for the week while Google's marketshare increased by only 9%.

Tags: comScore, Facebook, Hitwise, mobile marketing, mobile social marketing, social marketing, Twitter

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