If you were still on the fence about the importance of mobile to your online marketing plans, perhaps the results of this recent study will help settle the issue in your mind.
In August 2013, eMarketer published an article looking at mobile access of Facebook and Twitter — with projections to 2017 – based upon data gathered from a wide range of survey and traffic sources.
It’s perhaps not surprising to see evidence that use of social sites such as Facebook and Twitter are gaining in popularity among mobile users, given that part of the appeal of social is its immediacy and one is more likely to be able to access a mobile device at any given time than more traditional desktop devices. But the trajectory of that growth is significant, really settling any remaining argument about the need to consider your mobile presence.
For Twitter, the study discovered that 28% of all US mobile phone social network users in 2013 use Twitter at least once per month. 18.5% of all smartphone users do so already, and eMarketer anticipates this number to reach at least 20% by 2017.
With about 36.8 million Twitter users overall in the US, the data suggests that 76% of them will use mobile to send or read tweets – a number expected to reach 87% in 4 years.
Facebook use via mobile is even more impressive, since almost three times as many Americans (just under 100 million) log into Facebook each month. This number is forecast to rise to 154.7 million by 2017.
Projections such as these are, of course, open to interpretation and liable to change, but the underlying lesson is clear – as users become more and more active on social networks using the mobile platform, you need to ensure not only that you have a well-executed presence on social properties, but also that you keep your other marketing endeavors (including your base website) configured to play well on those platforms as well.
Image: Checking Smartphones — Original Billboard Image from Shutterstock