Research for case study - social networking users grew

LONDON, UK, 21 November 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of mobile social media usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) from the comScore MobiLens service. The study showed that the audience for mobile social networking in the EU5 region grew 44 percent in the last year with 55.1 million mobile users in the EU5 accessing social networking sites or blogs via their mobile devices during September 2011.

More than 40 Percent of Mobile Social Networking Users Engage with Brands
Research from the new social media metrics available in the comScore MobiLens service provides deeper insight into the behaviour of mobile users on social networking sites. In September 2011, nearly 3 in 4 mobile social networking users reported reading posts from people known personally, and more than 60 percent posted status updates on their mobile devices. Mobile social networking users also engaged with brands on their mobile devices, as 44.3 percent reported reading posts from organizations, brands, or events, and a similar percentage (41.6 percent) reported reading posts from public figures or celebrities. In addition, more than a quarter (26.7 percent) of mobile social networking users reported receiving coupons, offers, or deals on their phones.

1 in 4 EU5 Mobile Users Access Social Media
In September 2011, 55.1 million EU5 mobile users accessed social networking sites or blogs on their mobile device, representing 23.5 percent of the total mobile audience. Nearly half – 46.8 percent – of this audience reported accessing social networking sites on a daily basis. Interestingly, the growth in daily social networking use from the previous year outpaced that of mobile social networking access as a whole (67 percent vs. 44 percent), indicating that the mobile platform is proving to be conducive to very frequent social networking use. While most mobile users accessed social networking sites via a mobile browser (31.3 million), the number of people using mobile apps doubled in the previous year to 24.2 million.