March 2, 2012
Data point: A major spike in mobile social activity
“Social networking is poised to play an increasingly important role in the mobile ecosystem in 2012, not just for people to connect with their friends, but also for brands and advertisers to connect with consumers,” says comScore in its recent Mobile Future in Focus report. The company found a significant year-over-year spike in mobile social networking and blog-viewing among smartphone owners in the U.S. and parts of Europe (77 percent and 76 percent, respectively), based on activity last December. This adds up to an estimated 64 million Americans and 48 million Europeans (the survey covered the U.K., France, Germany, Italy and Spain), more than half of whom used their mobiles to check social media or blogs almost daily.
The comScore chart here shows the most popular mobile social activities, with significant percentages of participants reporting some interaction with brands, whether reading posts from third parties, receiving coupons or deals, or clicking on ads. Facebook’s recent IPO filing acknowledged that the company hasn’t yet landed on a way to monetize its massive mobile base (more than half its 845 million members log in via mobile, according to The New York Times). But comScore believes “it appears likely that the mobile advertising market will blossom in the year ahead.”
Photo Credit: http://www.comscore.com