UK leading the way as mobile social networking use skyrockets across Europe

The UK is head and shoulders above its continental counterparts in mobile uptake, according to new comScore data, as 35% of UK mobile users access social networking sites on their phones, compared to the European average 23%.

Mobile social networking use in France, Germany, Italy, Spain and the UK nearly doubled in the last year, with 55m mobile users accessing Facebook, Twitter, etc., in September alone, according to comScore’s MobiLens study.

Good news for marketers, users are also engaging with brands on their mobile devices, as 44% reported reading posts from brands. As well, about 26% of mobile social networking users reported receiving coupons, offers, or deals on their phones.

What’s also interesting is that growth in the number of mobile users accessing social networks on a daily basis has surpassed the growth of total mobile social networking adoption, giving evidence to what we’ve known all along: we’re a bunch of Facebook and Twitter addicts.

Now, nearly half of mobile users accessing social networking are doing so daily.

Several social networking brands posted significant gains for their mobile audiences over the past year:

- About 39m mobile users, or 71% of the European mobile social networking audience, accessed Facebook via a mobile device in September—the largest mobile audience of any social network—and an increase of 54% in the past year.

- Nearly 8.6m mobile users accessed Twitter, representing a 115% jump from the previous year.

- LinkedIn grew by a notable 134% to 2.2m unique users, more than doubling its user base during the same time period.

- Spanish social network Tuenti received 2.3m unique users, growing nearly 60%.

In smartphone and social networking uptake, the UK is leading the way compared to the rest of Europe:

- 47% of UK mobile users are using smartphones, compared to the European average of 40%

- As well 45% of the UK mobile users are using apps, compared to European average 35%.