Monday, January 23, 2012

Majority of Social Network Interactions Now on Mobiles

Mobile devices, including smart phones and tablets, increasingly are used to consume content, a study by comScore indicates. 

Significantly, consumers spent more time on Facebook’s and Twitter’s mobile sites than they spent on web sites in October 2011. Every U.K. visitor spent an average of 33.3 minutes browsing on using their mobile device and 11.2 minutes on Twitter during the month.

In the case of tablets, that comes as no surprise: the whole idea behind tablets is content consumption. What might be somewhat surprising is the extent to which use of social networks has shifted to mobile modes.

Where it has been common to note that 40 percent of social network usage is from mobile devices, new comScore data from some European markets suggests that mobile devices now represent the  clear majority of social network interactions.

In October 2011, 76 percent of smart phone owners in France, Germany, Italy, Spain and the United Kingdom were mobile media users, meaning that they browsed the mobile web, accessed applications, or downloaded content.

The 62 percent growth in the total number of mobile media users in 2011 is largely attributable to the acceleration in smart phone adoption, better network quality, and the increasing ubiquity of aggressively priced data plans, all of which facilitate the consumption of mobile media.

Among the five European countries analysed, Germany stands out with the fastest growth rate of 89 percent while the United Kingdom had the largest audience with 20.4 million mobile media users via smart phones.

Different devices are used to consumer content during an average weekday, comScore has found. Tablet usage experienced the highest relative percentage of its activity in the late evening between 9 pm and 11pm.

Otherwise, mobile and tablet consumption patterns were quite similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm). Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime.

Device usage dynamics look different on weekends, with usage patterns of all three devices aligning more closely with one another. Two spikes occurred throughout the Saturday analysed, with the first peak around 11am, followed by another uptick in usage around 6pm.

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