August 8, 2012: A new eMarketer article highlights an impressive social networking statistic: One-quarter of the U.S. population will use mobile social networks by the end of this year. This rise could lead to a shifting marketing landscape, as a significant portion of the population will become connected to social sites through mobile.
This year, the vast majority of these users (95.5 percent) will be checking social sites via their smartphones, and smartphone users are about twice as likely as overall mobile phone users to engage in social networking on their devices. eMarketer estimates that, by 2014, nearly half of the total U.S. mobile population will be using mobile social networking. Those who are currently using social networks on their phones largely favor Facebook: Nearly 70 million people, or 85 percent of the overall mobile social networking population, will access Facebook from their phones each month this year. For this reason, marketers have an opportunity to leverage this data and capitalize on social networking by targeting the constantly connected mobile user.
A BtoB Online Post regarding mobile social networking gives additional insight on the issue. “Mobile and social go together,” says Prat Vemana, director-mobile strategy at office supply company Staples Inc. “If you deploy something on your site, you often don’t get feedback on it for days,” Vemana continues. “But when you deploy it on a mobile app, you hear about it that night. It’s a highly engaging medium.”
Smartphones and mobile devices continue to change the landscape of digital marketing, as social networking is now a part of nearly every mobile user’s activities. As this number continues to rise, Facebook will account for the bulk of mobile usage, giving marketers an opportunity to target consumers anytime, anywhere.
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