There were many major developments in social media in 2012, but perhaps the biggest and most important change was the shift into mobile.
46 percent of U.S. social media users now access platforms such as Twitter and Facebook via their mobile phone, a number which is up 9 percentage points – or almost one-quarter overall – compared to 2011. Conversely, access to social media sites via desktop fell 3 percentage points over the same period.
Tablets also saw significant growth, up to 16 percent from just 3 percent last year.
Also of interest to marketers: 60 percent of U.S. smartphone owners now visit their favourite social networking sites on a daily basis, up from 54 percent in 2011.