More Than Half of Mobile Internet Time is Spent on Social Networks
A recent study by Ground Truth revealed that approximately 60% of the time users spend on the internet on their mobile devices is on social networking sites. Further, the report found that, "users of mobile-specific social networks are more engaged than users of PC-based social networks, such as Facebook and MySpace, on mobile."
“This data points to the fact that there is a whole universe of media properties advertisers need to consider that have to date been largely ignored. It also demonstrates that traditional media companies that are not focused on the Mobile Internet—both browser- and application-based usage—risk losing market share to leaner, more mobile focused companies,” stated Evan Neufeld, Ground Truth's vice president of marketing.
Percent of Time Spent on Mobile Internet Usage by Category
U.S. Mobile Subscribers
Week ending April 4, 2010
| Category | Percent |
|---|---|
| Social Networking | 59.83% |
| Portals | 13.65% |
| Operator | 9.02% |
| Messaging | 7.35% |
| Mobile Downloads | 1.27% |
| All Other | 8.88% |
Mobile Social Networking Usage
U.S. Mobile Subscribers
Week ending April 4, 2010
| Sessions per Subscriber |
Pages per Subscriber |
Pages per Session |
Time per Subscriber |
|
|---|---|---|---|---|
| Average | 68.1 | 310 | 4.56 | 0:52:12 |
| MySpace | 57.6 | 246 | 4.28 | 0:40:19 |
| 56.9 | 205 | 3.61 | 0:30:54 | |
| MocoSpace | 63.9 | 476 | 7.45 | 1:31:02 |
| FunForMobile | 17.4 | 101 | 5.83 | 0:19:50 |
| AirG | 58.8 | 520 | 8.84 | 1:31:03 |
| Facebook Photos | 18.9 | 59.7 | 3.15 | 0:10:10 |
| Cellufun | 13.5 | 145 | 10.8 | 0:23:55 |
| MBuzzy | 64.3 | 359 | 5.58 | 1:09:41 |
| MocoSpace Photos | 15.7 | 57.2 | 3.63 | 0:12:22 |
| MobaMingle | 42 | 278 | 6.62 | 0:47:06 |
This study was conducted over a one week period and obtained its user data from a census of 3.05 million U.S. mobile phone users.
