Mobile social networking – the statistics are compelling

Here are some fascinating facts and figures on mobile social networks. In summary:
• Mobile users spend more time (lots more) on social networking sites than PC users.
• In the US, Facebook and MySpace are top 10 mobile destinations (in terms of audience). AOL is also in the top 10, which includes Bebo.
• Facebook is the number one mobile destination in the UK (in terms of audience). When you consider time spent accessing the Web via a mobile in the UK, Flirtomatic and AOL/Bebo are also in the top 10.

Conclusion: marketers need to take mobile social networking seriously. If you want to learn more, check out this guide, brimming with tips from leading experts:
• The insider's guide to mobile social networking: the 10 Ps..
If you need more stats on all things mobile, please see:
• Compendium of global mobile stats


Here come the statistics…

You will note that the UK figures are more precise and more in-depth than the US statistics i.e. they give unique users, rather than target audience. The UK figures come through a ground-breaking initiative called Mobile Media Metrics, where the GSMA and ComScore take data on mobile phone usage direct from the UK operators. See this briefing from the GSMA/ComScore, January 2010 for more details.

Table 1: Mobile users are much more active on social networks than PC users.

Minutes spent on social networking per day accessed by mobile device or desktop
Social Network Mobile Internet PC Internet
Facebook 45.2 32.4
Bebo (AOL) 39.6 22
MySpace 8.2 7.5
Twitter 19.6 7.2
Source: GSMA/ComScore, January 2010
via: mobiThinking

Table 2: Facebook is the most popular mobile destination in the UK. It also eclipses Google (the number 2 mobile destination) when it comes to pages viewed and total minutes spent online.

Top 10 UK Mobile Internet Sites January
ComScore/GSMA Mobile Media Metrics, January 2010
Total Unique Visitors (million) Total Pages Viewed (million) Total Minutes (million)
Facebook 6.3 Facebook 4,049 Facebook 3,077
Google Google 1,367 Google 728
Vodafone 3.9 Orange 264 Microsoft 220
Orange 3.6 Apple 230 BBC 150
Telefonica/02 3.5 AOL including Bebo 197 Orange 147
Yahoo! 2.5 Vodafone 149 Apple 140
BBC 2.4 Microsoft 139 AOL including Bebo 127
Apple 2 BBC 137 Vodafone 100
Microsoft 2 eBay 128 Yahoo! 68
Nokia 1.4 Yahoo! 111 Flirtomatic 66
Source: ComScore/GSM, January 2010 via: mobiThinking

Table 3: Two, possibly three of the top 10 mobile destinations in the US are social networks - Facebook, MySpace and, maybe, AOL/Bebo.

Most popular mobile destinations in the US (in millions)
ComScore, January 2010
Brand Target Audience
Total Audience: 13+ yrs old 234
Google 42
Yahoo! 38
Facebook 29.3
MSN/Windows Live/Bing 20.6
AOL Media Network 18.8
The Weather Channel 14.4
MySpace 14
Operator portals 13.6
ESPN 10.4
CNN 10.2
Source: ComScore, January 2010 via: mobiThinking



Comment below or email editor (at) mobiThinking.com



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• The big page of essential links

Rating for this article:
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Social Media and mobile is huge. Twitter for instance was designed with texting in mind.
I am always accessing my facebook on my palm. I know many friends who use twitter or facebook through their phones. Social Media is reason I bought a data plan, im sure many others as well.
As the social platforms develop better mobile platforms more and more will use mobile access.Social Media is reason I bought a data plan, im sure many others as well.
As the social platforms develop better mobile platforms more and more will use mobile access.
Thank You for a great blog post.

I have seen is that people don't want to browse informational website and use mobile only for entertainment which is not a good trend for young generation.

Social Media is reason I bought a data plan, im sure many others as well.
As the social platforms develop better mobile platforms more and more will use mobile access.
Thank You for a great blog post.

Dear niche marketing, I will try to disagree with you! In the modern mobiles you can operate free with 90% of all the programs, that installed on your PC. So, I guess this is not the right reason! Much more important that social channels you mostly use for fun, and while you are traveling or something else, it is the perfect time to check the Facebook account or to post the short Tweet ;)

Social networking makes life easy. Mobile is not being used for calling or receiving calls but its facility deals with busy schedule of busy life and helps to connect. Mobiles without Internet access specially without Facebook and Ebuddy application are not bought by anyone because everyone wants to connect through social network. But being a webmaster, a defect I have seen is that people don't want to browse informational website and use mobile only for entertainment which is not a good trend for young generation.

SMM is staggeringly increasing... Unbelievable how search engines have plummeted.
Facebook and Twitter seem to be the top sites...
I guess that soon it will be "R.I.P." to SEO. But PPC might rise again to the Web 2.0 and social media networking sites...

Social Media and mobile is huge. Twitter for instance was designed with texting in mind.
I am always accessing my facebook on my palm. I know many friends who use twitter or facebook through their phones. Social Media is reason I bought a data plan, im sure many others as well.
As the social platforms develop better mobile platforms more and more will use mobile access.
Thank You for a great blog post.

How often do you look at your LinkedIn Network Statistics?

Well, this sounds reasonable. With a PC, you can do a lot of things and sometimes, you forget to open your Facebook account while on your phone, there is nothing much you can do except to communicate. So, Facebook can be always opened by the user, right?

I have to agree with Raymond that it is more convenient to use those social networking sites into mobile phones. I even update my Facebook account though my phone. Social networking sites are really becoming more popular online through mobile phones.

Mobiles are clearly the future of internet, all firms that want to last on internet should take it into consideration ...
referencement

Nice roundup Andy and these kind of census level stats are more than welcome within the industry.

Off the back of these stats and with a few simple calculations you can work out some user engagement statistics in terms of by time and by pages.

In terms of engagement by time, Flirtomatic tops the list with 524 minutes per month, with Facebook in second at 432 minutes per month. The next closest is Microsoft with 101 minutes per month.

When it comes to engagement by pages, Flirtomatic is again the top performer with 890 minutes per page, but a larger gap appears with Facebook trailing at 528 minutes per page and Google in third at 195
minutes per page.

It doesn't surprise me that social networking sites are becoming more popular online than on PCs and laptops. It is just too convenient to use it while on phones that have Internet access.

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