Towards a Mobile-Centric Social Media World

Change is a constant in social media. What worked six months ago may not work anymore today or next week.

With a growing number of users, especially on the mobile front, the social and digital worlds offer great opportunities to marketers and brands. However, if the latter want to thrive in them, they must throw all old-fashioned tactics away and start paying attention to online chatter.

Social customer care has never mattered more!

One-Third of All Web Pages Are Now Accessed via Mobile Phones

In November 2014, We Are Social reported that there were just a little over 3 billion Internet users around the world. Two months later, this number is 21% higher — to reach 3.01 billion (or 42% of the global population).

The social media agency recently released its Digital, Social and Mobile in 2015 report, which offers the most up to date stats on the social media world. Here are some of the highlights.

Internet user bases are not evenly distributed. The largest groups are in North America (88%), West and East Europe (81 and 58% respectively) and Oceania (69%). East Asia (51%) and South America (56%) are also strong contenders.

With 93% of Internet users, Canada remains the most connected country in the world. The U.S. is in the seventh place (86%).

So, what do people do online? They spend a long time on social networks and microblogging platforms — about 145 minutes every day. Argentinians and Filipinos, in particular, are connected more than four hours!

Users also surf the Internet daily: 265 minutes from their computers and 162 minutes via the mobile web.

Speaking of which, do you know that there are 3.649 billion unique mobile users? The mobile share of global web traffic is now at 33%, with Nigeria (76%), India (72%), and South Africa (61%) being the largest contributors.

Things should not slow down, though. According to We Are Social, “mobile will help to push internet penetration beyond 50% of the world’s population during mid to late 2016.”

The agency also predicts that one-third of the global population will use social media by the end of this year. Right now, there are 2.078 billion monthly active accounts, which represents a global penetration rate of 29%. The largest bases can be found in East Asia (690 million), North America (206 million), Southeast Asia (199 million), South America, and West Europe (197 million).

Still, Facebook remains the dominating network. The company’s Q4 2014 report reveals that 1.39 billion people actively use the platform every month, among whom 1.19 billion are on mobile devices.

With 1.65 billion active accounts, mobile social also keeps growing. Smartphones and tablets now account for 38% of all web pages served around the world, which may soon leave computer traffic in the dust.

The discussion would not be complete without e-commerce. The U.K., Germany, and South Korea lead the pack. Almost two-thirds of their consumers bought something online in the past month. It’s the same for half of Canadians, Americans, and Australians.

To view all the stats, including country snapshots, check out the SlideShare below:


Brands Are Still Very Unresponsive on Facebook and Twitter

Last year, the social customer care demand increased drastically. Unfortunately, brands did not meet the standards.

Social media analytics and benchmarking company, Quintly analyzed 18.6 million consumer questions asked to 91,000 Facebook pages with more than 1,000 likes. It discovered that the average response rate is at 45%. 

This low number was recently confirmed by Socialbakers. The company’s Socially Devoted Q4 2014 report reveals that customer care performance is actually declining for half of all industries compared to Q3.

Telecom brands stand out. Last quarter, they addressed 15% more questions than others, despite receiving 5.6 times more queries.

On Twitter, only 27% of 6.6 million of questions were addressed during the last months of 2014. Germany, the United Kingdom, Indonesia, Brazil, and France had the most socially devoted brands with question response rates (QRRs) between 45.9 and 28.7%. And while the U.S. recorded the worst QRR (17%), American brands received the largest number of questions and still responded faster (7 hours 31 minutes) than those in other countries. Airlines have the best response rate overall (43.4%).

According to Socialbakers, a major issue was the time many of the most responsive brands took to address customers’ questions at night and during weekends. This is especially the case in the gamblings (30.5%), airlines (29.7%), finance (27.7%), fashion (25.6%), and software (25.5%) industries.

“Whether brands close their Timelines for 8 hours or for 24, the effect is damaging,” says Social Media Analyst Phillip Ross on the Socialbakers blog. “Customers ask questions at all hours of the day, meaning someone has to be on hand to give a real answer […]. If brands want to really get the most out of their social marketing, they need to take customer service seriously – and be ready to make their Fans happy, whenever that is.”

To see the list of top socially devoted brands, click here. 

In Other News

Vine celebrated its second birthday (and 1.5 billion daily loops) and released Vine Kids, a new app that shows children-appropriate videos.

Amazon announced the launch of WorkMail, an email and calendaring service for companies.

Snapchat launched Discover. The channel features content and ads from big media brands that refreshes every 24 hours.

Facebook added a new feature to its iPhone app. Place Tips is opt-in and surfaces interesting info and recommendations about your current location in your News Feed, including posts and photos your friends have shared with you and updates from its page.

The company quietly released Facebook Lite, an Android app that uses less data and works in all network conditions. It also expanded its conversion lift measurement offer to help advertisers “accurately determine the additional business driven by Facebook ads.”

You can now have private conversations with up to 20 users at the same time on Twitter and TweetDeck. Participants do not need to follow one another to be added. Mobile video capability is also available on the iPhone app.

Pinterest is bringing Promoted Pins to the Home feed and tweaking its search engine to surface more male-oriented content.

Imgur launched a Video to GIF tool.

Tumblr now supports long-form content and mobile messaging.

See you next week for another roundup of must-read news!

Photo by Staffage via:

Cendrine Marrouat Blog Staff Writer, Cendrine Marrouat is a French-born social media coach, curator, and author. She is the founder of Social Media Slant and the #smslantchat Twitter chat. Her latest e-book release, "The Little Big eBook on Social Media Audiences: Build Yours, Keep It and Win", is a comprehensive guide focusing on the four pillars of audience building. Follow her on Google+.

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4 Responses to “Towards a Mobile-Centric Social Media World”

  1. Juanjo

    creo que podríais traducir vuestros servicios al castellano, ya que nosotros también os pagamos

    • Magda Alexandra Torres

      Hola Juanjo, también está en castellano. Envíanos un tweet @paper_li y con gusto te ayudo a cambiar el idioma.

  2. bbrian017

    Social media has definitely gone the mobile way. There are now more mobile users of social media networks than desktop users. I also agree that most brands don’t use social media strategically. All of them have huge social media presence. A lot of people follow them, but as you said they are very unresponsive.

    • Cendrine Marrouat

      Hello Brian!

      I agree, they are very unresponsive. That has to do with the fact that they had an audience before they jumped on the social media bandwagon. They feel that the work is done on that end. Which of course is a mistake.

      Thank you for stopping by!


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