Using your mobile device to access social media is one of the fastest growing trends in the United States. Companies wishing to target these new consumers need to take this into account, fast.

Social Networks Becoming Overwhelmingly Mobile

Users of social networks are increasingly accessing them via their mobile devices, according to a recent comScore study. In the United States, 72.2 million people logged on to social networking sites or blogs using their mobile devices in August this year, an increase of 37% on last year’s figure. Almost 40 million users were accessing these sites daily, a 58% increase on August 2010. Which means that a third of all mobile users in the country are now part of this trend.

A surge in mobile social applications

"Three in five smartphone owners access social media each month. This highlights the importance of apps and the advanced functionality of smartphones to social media usage on mobile devices," says Mark Donovan, Senior Vice President for Mobile at comScore. While Internet access has increased by 24% in one year, access via dedicated applications has soared – by more than 126% during the same period. This increase has of course had an impact on the main social networks. So we see that 57.3 million Facebook users went on to the site by using their mobile phones, i.e. 50% more than last year. Twitter and LinkedIn come next with 13.4 and 5.5 million respectively - increases of 75% and 69%.

Mobile users love interacting with brands

So understanding how mobile users interact with social media is becoming essential for brands looking to engage with on-the-go consumers. The report points out that these mobile phone owners are not only highly active on their networks of friends, they are apparently just as active on brand sites. In August, 52.9% read the posts coming from organisations, brands or events, 33.3% received coupons, exclusive offers or deals, and 27.7% clicked on an ad while on a social networking site. “Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services,” concludes Mark Donovan.