Mobile & Social – the lines have been blurring for quite
a while considering that most people have been accessing their social networks via their mobile
devices. Perhaps the world is ready for
a new name: “Mocial” or “Sobile” – bringing together the always connected,
access-oriented, digital debutante. These terms have been suggested over the
years and never really stuck while meanwhile, the frontiers of broadband, 3G,
4G, and ever faster mobile networks have been expanding and enabled those wanting anywhere,
anytime access for work and pleasure with a fast enough pipe to enjoy the experience. How many of us have a box full of old modems of various baud we used to rely upon for a painfully slow connection to a primitive BBS or AOL or other immature internet gateway. My how times have changed - haven't they? We've been spoiled quickly.
Recent comscore data from last year – (August 2011) shows that more than 50% of users access their social networks on a
daily basis from their mobile devices. More than Half of Mobile Social
Networkers Access Sites on a Near Daily Basis
"In August 2011, more than 72.2 million people accessed
social networking sites or blogs on their mobile device, an increase of 37
percent from the previous year. Nearly 40 million U.S. mobile users, more than
half of the mobile social media audience, access these sites almost every day,
demonstrating the importance of this activity to people’s daily routines."
A recent article in AdAge shouldn't surprise any of us out there with teenagers and observing how many different social channels they use to connect with their peers: Study: Young Consumers Switch Media 27
Times An Hour --- (Brian Steinberg Published: April 09, 2012) This creates an interesting challenge for advertisers trying to get the attention of this digital native population to engage their eyeballs across multiple channels to build loyalty, increase sales and grow their brand advocates around the world.
The use of mobile and social together is also bleeding into other areas of our culture previously considered sacred as the lines between TV, mobile, social and the Internet also start to blur and marketers attempt to figure out the best way to engage consumers across multiple interactive screens that are switching dynamically many times an hour. Sarah Rotman Epps at Forrester added this recent commentary around the melding of not only social and mobile, but TV and mobile as well in The Tablet-TV Connection - (April 11, 2012)