Ground Truth found that social networking activity comprises more than
half of the time spent on the Mobile Internet. They also
reported that users of mobile-specific social networks are more engaged
than users of PC-based social networks, such as Facebook and MySpace, on
mobile.
"The disparity of time spent between social networking and the
next category, portals, which account for 59.83 and13.65 percent of time
spent respectively, is a vivid illustration of the impact social
networking has on Mobile Internet traffic in a given week," said Evan
Neufeld, vice president of marketing, Ground
Truth.
Beyond sheer usage
trends in social networking, data for the week ending April 4 indicates
that mobile-centric social networking sites such as MocoSpace and AirG
are better at engaging consumer than are with PC heavyweights like
Facebook and MySpace.
Percent of Time Spent on Mobile Internet Usage by Category
U.S. Mobile Subscribers
Week ending April 4, 2010
| Category | Percent |
|---|---|
| Social Networking | 59.83% |
| Portals | 13.65% |
| Operator | 9.02% |
| Messaging | 7.35% |
| Mobile Downloads | 1.27% |
| All Other | 8.88% |
Mobile Social Networking Usage
U.S. Mobile Subscribers
Week ending April 4, 2010
| Sessions per Subscriber |
Pages per Subscriber |
Pages per Session |
Time per Subscriber |
|
|---|---|---|---|---|
| Average | 68.1 | 310 | 4.56 | 0:52:12 |
| MySpace | 57.6 | 246 | 4.28 | 0:40:19 |
| 56.9 | 205 | 3.61 | 0:30:54 | |
| MocoSpace | 63.9 | 476 | 7.45 | 1:31:02 |
| FunForMobile | 17.4 | 101 | 5.83 | 0:19:50 |
| AirG | 58.8 | 520 | 8.84 | 1:31:03 |
| Facebook Photos | 18.9 | 59.7 | 3.15 | 0:10:10 |
| Cellufun | 13.5 | 145 | 10.8 | 0:23:55 |
| MBuzzy | 64.3 | 359 | 5.58 | 1:09:41 |
| MocoSpace Photos | 15.7 | 57.2 | 3.63 | 0:12:22 |
| MobaMingle | 42 | 278 | 6.62 | 0:47:06 |
Source: Ground Truth, Inc. Census of mobile subscribers for
the week ending April 4, 2010 (n=3.05 million U.S. mobile subscribers).
Ground Truth data is from a census of 3.05 million U.S. mobile phone
users, and is reported weekly.
About Ground Truth: Ground Truth is a mobile
measurement firm that delivers the precise, timely and actionable mobile
intelligence required for operators, advertisers and publishers to
measure, optimize and grow their businesses. As the sole provider of
actual usage data aggregated from millions of subscribers using True
View™, a patent-pending census-based methodology, Ground Truth sets the
benchmark for Mobile Internet measurement. Ground Truth is
headquartered in Seattle, Washington, and is venture-backed by Steamboat
Ventures and Voyager Capital. For more information about the company,
please visit www.groundtruth.com.