We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

John Waghorn

Social Media Brands Experience High Engagement on Smartphones

8th May 2012 Social Media 2 minutes to read

SmartphoneComScore.com has recently released new findings, through a compilation of data in their latest study, which show that social media brands experience heavy engagement via smartphone operating systems.

Using Mobile Metrix 2.0, a service designed to measure mobile usage through on-device measurement and also census-level data, comScore have provided an insight into how effective social media engagement is via the smartphone device.

So what exactly do the figures show us?

The findings revealed that social networking is an extremely popular activity on these devices. A number of brands experienced a high level of engagement on smartphones when compared to lower levels found for users through traditional website access. The figures below highlight some of the findings in more detail, but as we can see Facebook is the top smartphone social site in the U.S with a combined mobile browser and app audience of 78 million total unique visitors during March 2012. Twitter and LinkedIn hold second and third spot, although the figures drop significantly, 25.6 million and 7.6 million respectively. Nonetheless, the figures demonstrate the high volume of people who are regularly and actively engaging on these sites through their mobile phones.

In addition, the average mobile user also visited Facebook through either the app or their Internet browser for more than 7 hours during March. Of this total figure, 80% of the time the site was accessed via the Facebook phone app, which signifies the changing habits we are experiencing for how users accesses information today.

Other popular social sites included Twitter, with an average engagement of two hours during March 2012 for the 25.6 million users accessing the site via mobile. Again, when compared to computer usage, the average time mirrored the same pattern as Facebook with users accessing the site for 20 minutes via a computer. Pinterest reached 7.5 million smartphone users and popular ‘sign in’ social site Foursquare reached 5.5 million users.

The benefits from these changing habits

So we can clearly see that social is becoming a popular area for mobile users who access the Internet and apps via their smartphones, which will be music to the ears of those who have invested heavily in developing a strong social profile. The potential to target and attract new and existing users, share content and messages and engage with an audience is becoming greater and easier to achieve. Mobile centric brands can enhance the power of this platform as a way of communicating with their customers whilst improving brand awareness and traffic to their main website.

As consumers take full advantage of the mobile landscape, more businesses will come to realise the power of mobile. Coinciding with these findings, there is also currently a conscious effort to improve mobile search results as pointed out in an article on Search Engine Land which looks at how the Smartphone bot will affect results. Faster operating systems and improved search results combined with the above findings from comScore show us that mobile is definitely a popular area for social interaction and an area worth investing in for future SEO campaigns. If you combine mobile with desktop sites then there is an even greater chance to be seen, so make sure it’s your company that really stands out.

Image Source

Modern Smartphone With Application Icons via BigStock

Share this post

John Waghorn

John used to be in a band. Hey, if he can still go on about it, so can we! He’s an Apple Sour drinker, a positive thinker and we’re always mesmerised by how he styles his hair. Answers on a postcard if you think you know how he does it.

What do you think?

  • aspect-ratio google-adwords-analytics-attribution
    Conor Maurice

    Attribution 101: Google Analytics and AdWords

    In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.


    Conor Maurice
    26th Mar 2018
  • aspect-ratio bing-logo-woodsign
    Liam Huckins

    Why Bing is a Valuable Paid Media Platform

    For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored.  Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.


    Liam Huckins
    8th Mar 2018
    Paid Search

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?