Twitter had the fastest-growing U.S. mobile audience amongst the top social networking sites, jumping an impressive 75% to 13.4 million for the year ending in August 2011, says a new study by comScore.
LinkedIn was a close second, up 69% to 5.5 million. For the same period, Facebook also rose, up 50% to 57.3 million.
Facebook’s mobile audience worldwide is now a heady 350 million.
The overall social networking population across mobile devices increased by 37% to 72 million people – about 31% of all U.S. mobile users (aged 13 and over). Perhaps more importantly for marketers, daily use of social networking sites by mobile users has grown 58% in the past year to 40 million people.
The most popular activities for mobile users were reading posts from friends (80%) and posting status updates (70%).
Other key takeaways from the report:
- More mobile users read posts from brands about their events (53%) than they do those from celebrities (45%)
- 28% clicked on an ad
- About a third of all mobile users received a coupon or offer
Twitter’s mobile share is expected to see further growth on the back of the platform’s recent integration with iOS 5 on the iPhone.
“Advertisers and marketers should take note -– mobile users are not only engaging with their friends through social networking, but a majority are also interacting with brands in these social media environments,” said Mark Donovan, comScore senior vice president for mobile. “Knowing that fans and followers engage with branded content on mobile devices opens the door to a world of opportunity for location-based services.”