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UK Love Affair For Social Networking Moves To Mobile

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The British are translating their love of social networking from online to mobile, with the UK boasting the highest penetration in Western Europe of mobile social networking at 9 percent in the three month period ending November, according to a new report from digital measurement group ComScore (NSDQ: SCOR). Indeed, nearly a third of those using their mobiles to visit social nets (29.7 percent) don’t visit any other internet sites other than the social nets.

A similar story is being played out across Western Europe (France, Germany, Italy, Spain as well as the UK) where 34 percent of mobile phone users who visit social networks don’t visit any other mobile web sites. As for mobile social networking overall, usage grew 152 percent from November 2007 to November 2008 according to ComScore, with some 12.1 million users in Western Europe accessing these sites. Looking at the demographics of social media users in Europe, the report found that of those visiting mobile social nets exclusively, more tended to be women. Women make up nearly half of the audience (48 percent) exclusively visiting social nets, but only 32 percent who access other forms of mobile web content. As expected, the average age for social media-only users skews younger, coming in at 28, versus 36 for other mobile web users. ComScore concluded that mobile social networking was bringing the mobile internet out of early-adopter mode and into the mainstream.

Jan 30, 2009 8:42 AM ET

Posted In: Mobile, Social Media

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