Mobile social media use in the UK, Spain, Italy and France is up 44 per cent year on year, according to a new comScore study, reports IT Pro Portal.
The study looked at the number of people logging into social networks and using blogs in these countries via their mobile phones, with 67 per cent more consumers utilising such online pages almost daily compared with the previous year.
Jeremy Copp, comScore Europe vice-president for mobile, claimed that this use is becoming increasingly “ingrained” in people’s day to day lives, which offers some indication of the possibilities for social media marketing.
He said: “Over the past year we have seen social networking use grow rapidly among mobile users across Europe, driven largely by the growth in smartphone adoption, making it easier than ever for users to stay connected and engage in social activities while on the go.”
New Media Age highlighted how the comScore report also identified Google and Facebook as the most popular websites for mobile users. While the former boasted more unique visitors – 12.8 million in September to Facebook’s 9.6 million – the latter was far more successful at engaging with consumers.
The top ten sites visited by mobile visitors after the top pair were sites belonging to Terra-Telefonica, BBC, Yahoo!, Wikimedia Foundation, Orange, Microsoft, AOL and finally Amazon.