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BizReport : Social Marketing : July 25, 2014

Forrester: Mobile social users more engaged, share more

A new Forrester study reveals that people that access social networking sites such as Facebook are far more likely to engage with a company's content on that site than desktop users.

by Helen Leggatt

Forrester's survey of 37,000 consumers found that the number of U.S. adults accessing social networking sites weekly or more from a mobile device such as a smartphone or tablet is rising. Today, 45% access from a smartphone, creeping up towards the 64% who do so from a laptop or desktop, and 25% access via a tablet.

Almost half (49%) of tablet social users engage with corporate content via Likes, shares or comments, and 46% of smartphone users, compared with just 37% of desktop social users.
Perhaps more importantly, mobile users of social networks are more likely to share a branded post than desktop users. While just 28% of desktop users say they share branded posts that rises to 40% of tablet users and 36% of smartphone users.

And finally, says Forrester, "mobile users are more positive about their interactions with brands on social sites - for example by thinking it's cool to be associated with a brand on social media and viewing a "like" as a way to show support for a company".

Forrester's report, "The Social Users You Want to Reach are on Mobile", can be obtained here.

Image via Shutterstock

Tags: mobile marketing, social marketing, social network

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