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Mobile Social Networks:
Marketing by Location Shows Potential
Social networking is one of the fastest-growing activities among mobile users and has become a significant driver of Internet usage on mobile devices.
Yet, as impressive as the growth is, gaining a voice in the conversations taking place across mobile social networks will be challenging for marketers.
Most marketers are thinking through key issues, such as internal ownership and scalability of mobile-social programs. Budgeting and definitions of ROI likewise continue to evolve. In addition, dedicated mobile-social ad inventory remains limited. The biggest near-term opportunities will come from location-aware applications, services and offers, which provide value in the form of contextual relevance and which are increasingly popular among smartphone owners.
Key questions this report addresses:
- Who are the mobile social networkers?
- Are consumers interacting with brands on mobile social networks?
- What is the outlook for location-based services?
- Is there an opportunity for marketers to use social networks
to reach mobile consumers?
Social networking is one of the fastest-growing activities among mobile users and has become a significant driver of Internet usage on mobile devices.
Executive Summary
 Mobile Phone Subscribers, Internet Users and Social Network Users Worldwide, 2008-2014 (millions and % penetration)
Key Questions
The eMarketer View
Key eMarketer Numbers-Mobile Social Networks
Mobile Social Media Landscape
Mobile Social Network Users Worldwide, 2008-2014 (millions and % penetration)
US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)
US Mobile Social Network Users, July 2008 & July 2009 (millions)
Leading US Mobile Internet Categories, Ranked by Growth, July 2009 (% change*)
Mobile Social Media Activities of US Mobile Phone Users, July 2008-July 2009 (millions)
Mobile Social Media Activities of Mobile Phone Users in Western Europe*, July 2008-July 2009 (millions)
Monthly Page Views of mixi in Japan, by Access Technology, Q2 2006 & Q1 2009
The Big Three
Top 10 US Mobile Social Networks*, July 2009 (thousands and % reach)
Top Three US Social Networking Sites, Ranked by Mobile Users, July 2009 (millions and % reach)
Leading Mobile Social Networking Sites Accessed by US Mobile Social Network Users, December 2008 (% of respondents)
Top 10 Mobile Social Networks* in Western Europe**, July 2009 (thousands and % reach)
Top Three Social Networks in Select Countries Where Facebook Is Not the Leader, December 2008
Location-Based Services
Types of Mobile Applications that Use Location Awareness According to Developers* Worldwide, March 2009 (% of respondents)
Consumer Location-Based Services (LBS) Subscribers Worldwide, 2008 & 2009 (millions)
Types of Products for Which US Mobile Phone Owners* Would Be Interested in Receiving Location-Based Mobile Alerts, July 2009 (% of respondents)
Spending Outlook
Location-Based Services (LBS) Revenues Worldwide, 2008 & 2009 (billions)
Location-Based Services (LBS) Revenues Worldwide, 2009 & 2013 (billions and CAGR)
Location-Based Search and Advertising Revenues Worldwide, 2008 & 2013 (millions)
Key Trends: Mobile Social Networkers
Demographics
Preferred Device for Checking Facebook According to US Internet Users, by Age, September 2009 (% of respondents)
Demographic Profile of US Mobile Location-Based Services (LBS) Users, Q1 2009 (% of respondents)
Devices
Mobile Social Media Activities of US Smartphone and Non-Smartphone Users, July 2009 (thousands and % reach)
Mobile Social Media Activities of Smartphone and Non-Smartphone Users in Western Europe*, July 2009 (thousands and % reach)
Mobile Social Media Activities of US Smartphone Users, by Operating System, July 2009 (% reach)
Mobile Content and Service Usage Among US Mobile Phone Users and iPhone Users, by Type, Q1 2009 (% of respondents in each group)
US Mobile Phone Users and iPhone Users Who Recall Viewing Mobile Advertising, by Type, Q1 2009 (% of respondents in each group)
Mobile Social Media Activities of Smartphone Users in Western Europe,* by Operating System, July 2009 (% reach)
Usage
Mobile Social Networking Activities of US Mobile Social Networking Users, December 2008 (% of respondents)
Frequency with Which US Mobile Social Media Users Access Social Media via Their Phone, by Age, June 2009 (% of respondents)
Advertising and Marketing Outlook
Conclusions
Endnotes
107913 | 107946
Mobile Phone Subscribers, Internet Users and Social Network Users Worldwide, 2008-2014 (millions and % penetration)
Key eMarketer Numbers-Mobile Social Networks
108144
Mobile Social Network Users Worldwide, 2008-2014 (millions and % penetration)
108146
US Mobile Phone Users, Internet Users and Social Network Users, 2008-2013 (millions and % penetration)
Related Information and Links
Related Links
Contact
Report Contributors
Social networking is one of the fastest-growing activities among mobile users and has become a significant driver of Internet usage on mobile devices.
1020 Placecast
ABI Research
Brightkite, Inc. (formerly Limbo)
Citi Investment Research
comScore Inc.
eMarketer
Frost & Sullivan
Gartner
GfK NOP
Harris Interactive
IDATE
IE Market Research Corp.
Informa Telecoms & Media
InsightExpress
International Data Corporation (IDC)
International Telecommunication Union (ITU)
Mixi
Nielsen Mobile
Nielsen Online
Retrevo
Skyhook Wireless Inc.
Sprint
The Nielsen Company
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Price: $695.00
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Price: $695.00
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