January 10, 2013: The number of social media users accessing their accounts through mobile devices continues to rise, leaving marketers with no choice but to adopt a more mobile-focused approach. This is according to recent survey results revealed in an eMarketer article.
The article shows the number of users accessing social media via computers has decreased from 97 percent in 2011 to 94 percent in 2012 due to mobile’s influence. Forty-six percent of social users accessed their accounts via mobile devices in 2012, up from 37 percent in 2011. According to the eMarketer article, users spend more time on social when their mobile devices are being used, leaving marketers with an opportunity to shift their efforts toward mobile.
Chia Chen, senior vice president and mobile practice lead at Digitas, says, “What we’re realizing—along with our clients—is that the most engaged folks on social networks are people who are accessing via mobile. So the question is, how do we think about it from a mobile perspective in the beginning? How do we make the social experience for them mobile at the core?”
Marketers who want to enhance their social efforts should look no further than a strong mobile-focused strategy. With more and more social users are accessing their accounts via mobile, marketers will want to cater their social media strategies accordingly.
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