55% of Social Networking Consumption Occurs on A Mobile Device

by MarketingCharts staff
The increasing use of mobiles for social networking has been well-documented recently: for example, a study from the NPD Group revealed that 27% of tablet and 20% of smartphone users are migrating their Facebook time from their PCs to their mobile devices. An earlier Nielsen study indicated that 40% of social networking consumption in July 2012 was via a mobile application or via the mobile web.

Some of the disparities between the comScore numbers and the figures from GfK (regarding total internet time on a mobile device) and Nielsen (concerning social media time on a mobile device) could be related to timing. While comScore’s data covers December 2012, the GfK study was conducted between February and July 2012, while the Nielsen data covers activity in July 2012.

Other Findings:

  • According to comScore, the most popular activities for smartphone users (looking at the 3-month period ending in December 2012) were sending text messages (90.5%), taking photos (83.4%), and using email (77.8%). For tablet owners, accessing search (73.9%) and email use (73.6%) were most common, followed by social networking (67.5%).
  • No surprises here: tablet owners were twice as likely as smartphone owners to purchase goods or services on their devices (38% vs. 19%).