Mobile Phones Play a Huge Role in Social Networking

February 9, 2012

The fast changing and growing world of social networking might actually be on the cusp of even greater change and growth. As with so many areas of the virtual world, improvements in technology are both feeding and following trends, promising even more in weeks, months and years to come.

Possibly the greatest change taking place right now is the stunning growth of mobile through smart phones. Social web traffic from mobile devices increased drastically in 2011 as users found the benefit of connecting from wherever they are. Computers—desktop or laptop—still remain the main way users connect to the social web, but as phones get better the method of connection keeps changing. That may explain why retailers report seeing incredible growth in the number of shoppers prowling the aisles while obviously connected to a smart phone.

Looking forward, mobile promises to grow, but it won’t be the only emerging technology. Tablet use is growing quickly and the advent of smart televisions could bring about new ways social web users interact while at home.

Findings like these are part of the new study of social networking conducted by the Integer Group for the Coca‑Cola Retailing Research Council of North America. Go to www.ccrrc.org for more information and to read the new report.

Michael Sansolo

Research Director

Coca‑Cola Retailing Research Council ofNorth America