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Facebook Mobile on nearly 3 of 4 iPhones

2009 September 28
I found the following statistics interesting because I think Facebook Mobile is becoming one of the key applications bringing mobile commerce into everyday life.
  • 71% of iPhone owners use Facebook Mobile
  • 37% list it as a Top 3 app
  • 18% call it their favorite app
Also of interest is that 83% of respondents said they prefer apps that are $5 or less. This is more ammo that mobile monetization must come from other means than direct app download fees. Apple keeps 30% of AppStore revenue, so there’s already incentive to find other means such as mobile advertising, direct mobile commerce (buying stuff directly from the phone), and transactional fees.
-David
(The following is from a MediaPost email on 9/28/09. I am not responsible for this content. Use at your own risk.)
According to a recent Compete Smartphone Intelligence survey, with insights into how consumers are using their iPhones and other “smart” devices, smartphone owners agree on their favorite types of applications; entertainment, games, music, social networking and weather are the most popular across platforms.

The survey data shows that smartphone owners prefer personal and social apps to business applications and are relatively open to targeted ads. iPhone owners, more so than other smartphone users, were more likely to spend money on apps., while 83% of all smartphone users preferred apps $5 or below. Key findings include:

•       73% of Blackberry owners have downloaded 5 or fewer applications; in contrast, 72% of iPhone owners have downloaded 10 or more applications

•       Facebook is hot among iPhone owners: 71% of iPhone users report accessing Facebook from their mobile device, 37% listed Facebook as one of their top three most utilized apps and 18% claim it’s their favorite app.

•       30% of all smartphone owners are either comfortable or very comfortable receiving targeted marketing on their device

•       Despite Twitter’s ever-increasing mobile popularity, 85% of smartphone owners still prefer to access the site from the computer, while 26% of iPhone users tweet from their device, only 15% of Palm owners and 10% of Blackberry devotees report accessing Twitter on the go

•       Of the smartphone owners who do access Twitter via their phones, 41% use the application to keep track of what their friends are doing, 32% use the service to keep up with current events and 19% tweet from their handset to build a fan base or promote their company

•       Nearly half of smartphone owners are receptive to location-based targeted ad offers at restaurants and offers to save and pursue at their leisure, and 45% would use mobile grocery coupons

Danielle Nohe, director of telecommunications and media for Compete, notes that “…  the iPhone has taken an early lead in getting owners to adopt app functionality and make popular applications a part of their daily lives… once users are hooked, they’re very unlikely to give up their device… ”

Facebook is the most heavily trafficked social networking site among smartphone owners, says the report, and iPhone users are twice as likely to use the mobile Facebook app as their Palm counterparts. In fact, iPhone owners are the most active mobile social networkers, with the highest percentage of respondents reporting mobile use of Facebook, MySpace and Twitter and from their mobile devices.

Accounts Holders With Social Networking Websites and Accessed from Smartphone (% of Respondents)

Social Site

Smartphone Type Facebook MySpace Classmates.com Twitter Linkedin
IPhone

71%

22

4

26

5

Blackberry

44

19

3

10

4

Palm

33

17

5

15

1

Total

45

19

4

15

3

Source: Compete, September 2009

Despite Twitter’s ever-increasing mobile popularity, 85% of smartphone owners still prefer to access the site from the computer:

•       26% of iPhone users tweet from their device

•       15% of Palm owners access Twitter on their smartphone

•       10% of Blackberry owners report accessing Twitter on the go

Of the smartphone owners who do access Twitter via their phones:

•       41% use the application to keep track of what their friends are doing

•       32% use the service to keep up with current events

•       19% tweet from their handset to build a fan base or promote their company

Impulse and leisure purchases tend to be offers that make the best candidates for marketers trying to reach networked consumers rather than big, highly considered ones. Nearly half of smartphone owners are receptive to location-based offers at restaurants and offers to save and pursue at their leisure, and 45% would use mobile grocery coupons.

Offers Most Interested in Receiving on Wireless Device (Ranked First or Second out of Five; % of Respondents)
Offer Desired % of Respondents
Location based restaurant offers

46%

Offers to save or pursue later

46

Grocery coupons

45

Flight, hotel, rental car check-in with bar code

44

Special pricing for local movies

44

Location based promotion (close)

42

Discounts on travel sites

34

Offers synched to personal schedule

29

Source: Compete, September 2009

To learn more about Smartphone Intelligence please visit Compete here.

We use the term research in the broadest possible sense. We do not perform an audit, nor do we analyze the data for accuracy or reliability. Our intention is to inform you of the existence of research materials and so we present reports as they are presented to us. The only requirements we impose are that they are potentially useful and relevant to our readers and that they pass the rudimentary test of relying on acceptable industry standards. We explicitly do not take responsibility for the findings. Please be aware of this and check the source for yourself if you intend to rely on any of the data we present.

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