60% of Social Networking Audience Follows Posted Link to Website

“Mobile Future in Focus: Trends that will Shape the Mobile Industry in 2012 and Beyond” is the title of a recent comScore presentation recapping a variety of data regarding the mobile landscape. Among the findings is that about 48 percent of U.S. mobile users have used a mobile app or browser.

According to comScore, 55.2 percent of the U.S. population were mobile media users during the three months ending in December 2011. This figure was 76.2 percent for Japan, 55.6 percent for the U.K., 52.0 percent for Canada, 49.7 percent for Spain, 43.9 percent for France, 43.6 percent for Italy and 40.0 percent for Germany.

The presentation also noted that 93 percent of smartphone owners in the U.S. used connected media, up 60 percent year-over-year.

comScore also notes that 47.6 percent of U.S. mobile users used a mobile application during the three months ending December 2011, up 13.3 percentage points from the mark seen in December 2010. Meanwhile, 47.5 percent of mobile users utilized a mobile browser during that time span, up 11.1 points from the same period in 2010.

In the U.S., a three-month average of 64.2 million online users access social networking sites or blogs via their smartphones ever in a month during the time period ending in December 2011, up 77 percent from the same period in 2010. Meanwhile, 38.2 million said they access these sites via their smartphones almost every day, up 88 percent.

In EU5, these numbers were 48.4 million (+76 percent) and 25.5 million (+102 percent) respectively.

Seventy-seven percent of Facebook users accessed the social network via their smartphones in January, according to comScore.

When it came to social networking activities on smartphones, comScore found that 84.6 percent of U.S. users read posts from people they knew personally, while 73.6 percent posted status updates and 60.1 percent followed posted links to websites.

Meanwhile, 57.4 percent read posts from organizations/brands/events, 49.3 percent read posts from public figures/celebrities, 41.3 percent posted links to websites, 37.2 percent received coupons/offers/deals, and 32.3 percent clicked on advertisements.

Thirty-five percent of U.S. smartphone users access bank accounts via their smartphones, while 25 percent access online retail sites, 20 percent access credit card information, 19 percent access electronic payments, 17 percent access shopping guides and 17 percent access deal-a-day sites.

The presentation also noted that Android claims 45 percent of the U.S. consumer device ecosystem footprint, followed by iOS with 39 percent and others with 16 percent. However, iOS claims 90.4 percent of the tablet OS market, followed by Android with 9.1 percent and RIM with 0.5 percent.

Source:

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus_Webinar