Twitter is growing in popularity with Europeans on the go. According to new figures from ComScore, Twitter.com and its official apps saw 115 percent growth year-over-year in September 2011.
ComScore examined how five leading markets in Europe – France, Germany, Italy, Spain and the UK – access social media on their mobile devices.
The study showed that overall, social media access through mobile grew 44 percent in the last year, with a total of 55.1 million mobile users in these five countries using their devices to access social networking sites during September 2011.
These 55.1 million mobile users represent just under a quarter (23.5 percent) of all mobile users across the countries examined. And those who do tweet on the go are heavy users: nearly half (46.8 percent) access social media on their mobile devices daily.
Of course, Facebook is the big winner when it comes to total number of mobile users in Europe. The site sees 39 million mobile visitors, which is 71 percent of the total who access social media on mobile. And, Facebook saw an increase of 54 percent in the last year, going from 25.3 million to 39 million between September 2010 and September 2011.
Twitter might not be seeing the same numbers as Facebook, but its growth is simply massive. From September 2010 to September 2011, Twitter access in the five European countries through mobile grew 115 percent. Its total mobile audience in these countries grew from 3.9 million in 2010 to 8.5 million in 2011, making it the second-most visited social network after Facebook.
LinkedIn, while not having the same high numbers as either Facebook or Twitter, saw impressive growth year-over-year, going from about 0.9 million visitors to 2.2 million, an increase of 134 percent.
And just what are these Europeans doing on their social networks while on the road? The majority, 73.6 percent, are reading posts from people they know personally. A similarly high percent, 61.6 percent, posts status updates. However, the numbers also show that a relatively large number, 44.3 percent, is interested in reading update from brands, organizations and events, and that 26.7 percent received coupons or deals recently.
- New York Fashion Week on Twitter: More Than 1.2 Million Tweets About #NYFW
- Twitter: More Than 2.4 Million Tweets About #AppleLive (Peaking at 32,305 TPM)
- 5 Crazy Ways Social Media is Changing Your Brain Right Now
- 81.9% of Social Shares Happen on Facebook (Twitter: 8.6%, Pinterest: 3%) [STUDY]