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Social Networking Going Mobile, Nielsen Finds
Thursday, May 08, 2008
U.K. and U.S. Lead in Accessing Social Networks via Mobile Phones
SAN FRANCISCO and LONDON, May 8 /PRNewswire/ -- A growing number of mobile
phone subscribers worldwide are taking online social networking to the
streets, research conducted by The Nielsen Company reveals.
The findings, released by Nielsen Mobile, a service of The Nielsen
Company, show that the U.K. leads Europe in mobile social networking on a
percentage basis -- with the U.S. boasting comparable numbers.
In the U.K., approximately 810,000 mobile subscribers, or 1.7 percent of
all mobile subscribers in the country, visited social networking websites on
their mobile phones in the first quarter of 2008. That reach percentage was
twice as high as it was in other major European markets-though similar to the
U.S., where 1.6 percent of all mobile subscribers (4.1 million in all)
accessed social networks via their phones in December 2007. For more details
on mobile social networking access by country, see the chart below.
Mobile Social Networking Reach - US and Europe
% of mobile subscribers who Number of mobile subscribers
access social networks over who access social networks
the mobile Internet per month, over their phone
United States 1.6% 4,079,000
United Kingdom 1.7% 812,000
Italy 0.6% 293,000
Spain 0.8% 291,000
France 0.6% 255,000
Germany 0.2% 141,000
Source: Nielsen Mobile; EU data Q1 2008, US data December 2007.
Leading PC Social Networking Sites are Also Tops Over Phones
In the U.S., MySpace.com, the leading social networking site among PC
users is also the most popular mobile Internet social networking site. The
site logged 2.8 million unique mobile users in December 2007. Also in
December, Facebook, which has the second largest audience among social
networking sites, had 1.8 million unique mobile users. In contrast, Facebook
led mobile social networking sites in the U.K. with 557,000 unique mobile
users per month in Q1 2008, while MySpace followed with 211,000 unique mobile
users. While Facebook and MySpace.com were also among the top social
networking sites in other European countries during the first quarter of 2008,
MSN's Windows Live Spaces led in Italy (154,000 unique mobile users per month)
and France (106,000), and ranked second in Germany (45,000) behind MySpace,
which boasted 52,000 unique mobile users per month.
"Social networking is already a global phenomenon, and going mobile is the
next big thing," said Jeff Herrmann, vice president of Mobile Media at Nielsen
Mobile. "In the U.K. and the U.S. especially, we already see millions of users
of MySpace.com, Facebook and other social networks interacting with their
virtual spaces while they're on the go. Consumer demand for mobile social
networking may be a significant driver of mobile service pricing models as
evidenced by Vodafone UK's recent move to offer unlimited Internet access as a
standard feature of its new monthly mobile price plans."
Nielsen's Mobile Internet Reports are available today in France, Germany,
Italy, Spain, the U.K. and the U.S. The reports provide detailed audience
measurement metrics for mobile Internet and offer insights on how mobile users
are interacting with social networking and other mobile Internet content.
About Nielsen Mobile
The Nielsen Mobile service of The Nielsen Company is the world's largest
independent provider of syndicated consumer research to the telecom and mobile
media markets. The Nielsen Mobile service focuses exclusively on tracking the
behavior, attitudes and experiences of mobile consumers; their reports also
provide up to seven years of data on Internet, video, gaming, audio and
advertising trends for mobile phone users. Nielsen's technology-driven
research provides unique and holistic insight into how mobile customers use
their devices and what they think about brands, devices and services. For more
information, please visit www.nielsenmobile.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading
market positions in marketing information (ACNielsen), media information
(Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics),
mobile measurement, trade shows and business publications (Billboard, The
Hollywood Reporter, Adweek). The privately held company is active in more than
100 countries, with headquarters in Haarlem, the Netherlands, and New York,
USA. For more information, please visit, www.nielsen.com.
SOURCE The Nielsen Company
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