Mobile Social Networking Study from AdMob

Social Networking: Mobile Consumers Weigh inSurvey compiled: August 27, 2009,Prepared for David Berkowitz of 360iCovered in MediaPost’s Social Media Insider September 15, 2009

2009 AdMob, Inc. Confidential & Proprietary

David BerkowitzSr Dir of Emerging Media

& Innovation360i

[email protected]: MarketersStudio.com

Twitter: @dberkowitz360i: blog.360icom / @360i

mailto:[email protected]

Executive Summary

• >59% of all mobile users across all devices report using social networks from their phone “often” or “sometimes”.– >55% of feature phone users, 47% of smartphone users and 38% of iPhone users report using social

networks from their phone “often”.

• iPhone users seem to have ported their online social networking behaviors to mobile, where as both Smartphone and feature phone users have evolved their social networking usage to include both social networks of mobile origin and online-origin social networks.

• Facebook followed by Myspace dominate for phone & PC use for iPhone and Smartphone users, whereas Feature Phone users prefer Mocospace

• >1/4 of all users report using Twitter from their phones.• n =71: iPhone users, 43: Smartphone users, and 38: Feature Phone

users

©2009 AdMob, Inc. Confidential & Proprietary

iPhone Users


iPhone Users: Mobile Usage of Social Networks by Brand


iPhone Users: PC Usage of Social Networks by Brand


iPhone Users: Mobile Use of Social Networks


Key Takeaways: iPhone Users

• Facebook is most popular among iPhone users both in Mobile (52%) and on the PC (54%).

• The big differences between mobile and PC usage are Twitter & Myspace. Myspace is most popular on the phone for only 11% of iPhone users, but it is most popular on the PC for 20% of this same group. Twitter is more popular in mobile than on the PC for iPhone users: 8% say it is the social network they use most in mobile while only 4% say they it is the social network they use most from a PC. Additionally, more users of iPhone than users of other devices report relying on Twitter the most for social networking from their phones.

• 38% of iPhone users report that they “Often use social networking from my phone.”


Smartphone Users


Smartphone Users: Mobile Usage of Social Networks by Brand


Smartphone Users: PC Usage of Social Networks by Brand


Smartphone Users: Mobile Use of Social Networks


Key Takeaways: Smartphone Users

• Facebook is most popular followed by Myspace for both mobile and PC for Smartphone Users, however there is small but divided group of Smartphone users who report using a range of other social networks most frequently from their phone. Myspace gains share on the PC. The social networking space is more fragmented in mobile for Smartphone users.

• The “other” option is more popular for Smartphone users than for iPhone users, revealing that the world of social networks is more diverse for Smartphone users

• 47% of Smartphone Users report using social networks “often” from their phone


Feature Phone Users


Feature Phone Users: Mobile Usage of Social Networks by Brand


Feature Phone Users: PC Usage of Social Networks by Brand


Feature Phone Users: Mobile Use of Social Networks


Key Takeaways: Feature Phone Users

• Mocospace is the dominant social network for feature phone users followed by Myspace, but the landscape is very fragmented.

• 55% of Feature phone users use their phone for social networking “often”- more than users of any other device.

• Feature phone users are report relying on a wider range of social networks than users of iPhones or Smartphones.


Mobile Social Networking Study from AdMob

Technology

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