Rapid growth in the number of mobile users accessing social networks including Facebook and Twitter is fuelling European consumer’s engagement with big brands advertising on the sites, comScore figures show.
The research firm claims nearly half (44.3%) of mobile users accessing social networks in Europe’s five main markets - France, Germany, Italy, Spain and the UK - read posts from big-name brands and organizations, while 26.7% have received coupons or deal offers on their phone after using social networks.
comScore reveals that mobile customers are becoming the main driver of social networks’ daily accesses. The number of people logging on from a mobile device rose 44% year-on-year to 55.1 million in September, almost half of which (46.8%) do so every day.
“[T]he rate of growth in daily social networking usage has surpassed even the rate of growth in total social networking adoption among mobile users, suggesting that the behavior is becoming even more ingrained into people’s daily mobile lives,” says Jeremy Copp, comScore Europe’s mobile vice president.
Mobile browsers were the most common means of visiting social networks, used by 31.3 million in September, however the number using a dedicated app doubled to 24.2 million year-on-year.
While Twitter and LinkedIn recorded the highest year-on-year growth in their mobile user numbers, Facebook remains top dog with just over 39 million users.