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BizReport : Mobile Marketing : September 24, 2013

Mobile sharing in UK outstrips US

Back in November, 2012, mobile sharing in the UK stood at 28% but, thanks to the proliferation and adoption of smartphones and tablets, that figure has now increased significantly making the UK the country that shares most via mobile.

by Helen Leggatt

In the last few months, UK consumer mobile behavior has finally caught up with industry expectations. Sharing via mobile in the country has risen from 28% just over a year ago to more than 50%, while sharing from desktops accounts for under a third (32%).

"Despite what feels like years of analysts and businesses telling us that the mobile reigns supreme as the social and internet platform of choice, our data shows that its only in the last few months that real-life consumer behavior has caught up with these expectations in major western markets," said Rupert Staines, MD UK and Europe at RadiumOne.

Meanwhile, the U.S. is lagging behind the U.K. in the sharing of content via mobile, instead preferring to do so via a desktop computer.

The findings further emphasize the need for marketers to ensure their mobile offerings are providing a mobile experience that is at least comparable to that of the Internet, to ensure that content increasingly shared to mobile devices is as effective and useful as on desktop computers.

Furthermore, as Staines advises, it is "vital for companies to invest in their mobile content and start tracking mobile sharing behaviors to discover actionable customer insights, including the products, content and topics that interest them most".

A recent consumer survey by Eptica found that even the most basic of issues continue to plague consumers' mobile web experiences. The leading issue among Eptica's UK respondents was the lack of functionality both on the mobile web and within apps (36%) while 34% cited slow loading speeds and 34% were frustrated by websites that were not optimized for a small screen.

Image via Shutterstock

Tags: mobile experience, mobile trends, sharing, UK

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