Smartphones are being acquired by more and more people. This trend is being confirmed by a diversity of reports. It is also becoming clearer how people are using them. Many are using the smartphones to look up local businesses, while using them for social networking is also increasingly popular. Data from the United States has recently underlined these important trends.
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Interpreting recent research by the Pew Research Centre has highlighted the fact that users of smartphones are using the social media to a considerable extent. They conducted a large survey consisting of interviews with nearly 2300 adults. Both English and Spanish were used to get a proper cross-section of society. While the sample could have been larger, it exceeded that used in some surveys.
The Pew Research Centre found that 35 per cent of American adults possess a smartphone. This can be compared with the finding of Nielsen that smartphones make up 40 per cent of those owned by American mobile owners. These figures are likely to grow further. To return to the Pew interviews, they ascertained that 59 per cent of smartphone users chose to use social networking sites on them. This narrowly exceeded the 55 per cent of users who opted to use maps and other local applications.
The research was not thorough enough to establish the proportion of people using Facebook. However, it did point out that 15 per cent had used their smartphones to access Twitter. Furthermore, 12 per cent had decided to use either Gowalla or Foursquare. These come under the umbrella term of ‘the geosocial.’ Obviously, none of the information is directly related to what is occurring in Britain. However, it is clear enough that smartphones are being taken up and that their users are likely to use them to engage with social networking sites.
The upshot of this is that a portion of the target audience will be using smartphones. A social campaign has to take into account the fact that smartphone users are likely to use their devices to access local goods and services. The Pew data was not complete enough to indicate how much this was happening in the American context, but a Google survey has shown that it is. Just as local search engine optimisation is necessary on many occasions, so using the social networking sites should be done with local connections in mind a lot of the time.
Campaigns on the likes of Facebook and Twitter take time to generate momentum. It is important that they are targeted properly in the first instance. For many firms, this means searching for segments of the target audience and interacting with it. The social networking sites are good ways of showcasing content. However, the nature of that content may have to be adjusted to take into account the needs of users looking back at the site in different ways.
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