For Marketing to Mobile Users it's important to identify the Social Media Sites they use

Mobile internet services rely on social networking just as much as they do the mobile network itself, new research suggests.

Ground Truth found that mobile internet users are generally more engaged than those who use social sites through their PC or other hardware.

This indicates that mobile marketers rely on people to access social media through their devices in order for their campaigns to be sustainable, it stressed.

"The disparity of time spent between social networking and the next category, portals, which account for 59.83 and 13.65 percent of time spent respectively, is a vivid illustration of the impact social networking has on Mobile Internet traffic in a given week," noted Evan Neufeld, vice-president of marketing at the firm.

Research showed that Facebook and MySpace are the most commonly-accessed applications by PC users.

This, however, is not the case among mobile users who turn to sites such as MocoSpace and AirG to pass the time in the US. 

InSites Consulting recently found that 77 per cent of the UK's online population is connected to at least one social networking website.

Furthermore, 72 per cent of the UK's online population is currently a member of Facebook.

Source: Groundtruth