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Smartphone Users Interact with Brands via Social Nets

comScore released results of a study on mobile social media usage which showed that 72.2 million Americans accessed social networking sites or blogs on their smartphone in August 2011 -- an increase of 37 percent in the past year.

Their latest market study also provided new insights into how mobile users interact with social media, finding that more than half read a post from an organization, brand or related event while on their mobile device.

“Social media is one of the most popular and fastest growing mobile activities, reaching nearly one third of all U.S. mobile users,” said Mark Donovan, comScore senior vice president for mobile. “This behavior is even more prevalent among smartphone owners with three in five accessing social media each month, highlighting the importance of apps and the enhanced functionality of smartphones to social media usage on mobile devices.”

In August 2011, more than 72.2 million people accessed social networking sites or blogs on their mobile device, an increase of 37 percent from the previous year. Nearly 40 million U.S. mobile users -- more than half of the mobile social media audience -- access these sites almost every day, demonstrating the importance of this activity to people’s daily routines.

Research also indicated that although more people accessed these sites via their mobile browser, the social networking app audience grew five times faster in the past year. While the mobile browsing social networking audience grew 24 percent to 42.3 million users in the past year, the mobile social networking app audience surged 126 percent to 38.5 million.

A look at selected social networking brands, Facebook, Twitter and LinkedIn, revealed that each grew their mobile audiences by at least 50 percent in the past year.

Facebook was home to the largest mobile audience among the three destinations with more than 57 million mobile users in August, up 50 percent from the previous year. Twitter saw its mobile audience jump 75 percent to 13.4 million people, while LinkedIn’s mobile audience climbed 69 percent to 5.5 million users.

Understanding how mobile users interact with social media is important for brands looking to engage with on-the-go consumers. comScore recently released new social media metrics through its MobiLens service, offering deeper insights into mobile consumers’ social media activities.

Of those accessing social networking sites or blogs on their mobile device in August 2011, 80.3 percent read posts from people known personally, while 69.5 percent posted status updates while on their mobile device. Mobile social networkers also were likely to interact with brands on these sites with more than half (52.9 percent) reading posts from organizations or brands or related events.

One in three mobile social networkers received a coupon/offer/deal, with one in four (27.7 percent) clicking on an ad while on a social networking site.

Donovan added, “Advertisers and marketers should take note -- mobile users are not only engaging with their friends through social networking, but a majority are also interacting with brands in these social media environments. Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services.”

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