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Mobile devices allow consumers to stay in the know while on the go, and recent polling by Nielsen and Twitter found that users were turning to Twitter to do so.
According to the November 2013 study, eight in 10 UK Twitter users accessed the social network on mobile devices, and 70% of that group said that was how they primarily logged on to the platform. Usage was similar across all of the countries in the study, but no other nation had a higher percentage of respondents who said mobile was the primary way they signed on to Twitter.
Mobile Twitter users access the social platform while they are on the go in a plethora of situations. According to Nielsen and Twitter, the most common response among those polled was while they were actually mobile: 50% of respondents logged on to Twitter when commuting. One in three did so while hanging out with friends, and the same percentage said they logged on as they ate and drank. One-quarter accessed the social network while sightseeing—possibly to share real-time updates and comments about their activities. The same percentage used Twitter via mobile during live events.
Reading posts was the No. 1 mobile Twitter activity in the UK by a long shot, cited by 58% of respondents. Nearly half clicked on links posted by those they followed, and around one-third favorited tweets.
Nielsen and Twitter’s findings are in line with eMarketer estimates for UK mobile Twitter users in 2014. We expect 82.0% of Twitter users to log on to the social network via mobile this year. In addition, eMarketer estimates that mobile Twitter users will grow 16.2% to hit 11.1 million in 2014, representing 21.5% of mobile phone users and 17.3% of the country’s population.
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