Nearly 75 percent of U.S. Android Smartphone Users Accessed Facebook's Website or App From Their Phones in March, According to N
Facebook's app and website were accessed by nearly three-fourths of U.S. Android smartphone users in March, making it the most used social networking website and app on the Android platform, according to new SmartMeter* data from leading market research company, The NPD Group's Connected Intelligence®. Facebook is maintaining its social networking strength as the proportion of Android smartphone users accessing its mobile app and website has held steady over the past six months.
With Facebook far and away the overall market leader in social networking, Twitter is a distant second, with 23 percent and 18 percent reach in web and apps, respectively, while Google+ is struggling to find its place even among Android users - with 16 percent reach in web, and fluctuating between 10 and 15 percent reach in apps for the past nine months.
It's no surprise that Facebook is so popular, as social networking is one of the most highly utilized activities for U.S. Android smartphone users, second only to search among mobile web activities overall and fifth among apps (behind search, webmail, maps/navigation and games). Even though social networking engagement is highly saturated, consumer engagement in Facebook has been resilient.
Facebook users spend over 15 minutes a day, almost 470 minutes a month, using the Facebook app on their Android smartphones. While it's half the time users spend on a mobile game, the fluid nature of social networking apps translates into frequent dips - with Facebook users opening the app an average of 6 times per day. Facebook's website comprised 10 percent of all page views for Android smartphone users in March.
"Ultimately, Facebook's mobile success rests on delivering compelling mobile app and web experiences, and monetizing on these experiences," said Linda Barrabee, research director, NPD Connected Intelligence. "In order to do this, Facebook needs to ensure that monetization efforts via advertising enhance and do not disrupt the mobile social consumer experience; and with Facebook's IPO looming and trading expected to begin on May 18, all eyes are on the company."
*About NPD Connected Intelligence SmartMeter
The NPD Connected Intelligence SmartMeter powered by Informate is an application running on Android and BlackBerry devices leveraging an opt-in panel of consumers. The SmartMeter tracks data consumption, as well as function and content use. This includes web and application use across 23 categories including Banking, content sharing, e-books, games, navigation, health, music and video.
About Connected Intelligence
Connected Intelligence provides competitive intelligence and insight on the rapidly evolving consumer's connected environment. The service focuses on the three core components of the connected market: the device, the broadband access that provides the connectivity and the content that drives consumer behavior. These three pillars of the connected ecosystem are analyzed through a comprehensive review of what is available, adopted, and consumed by the customer, as well as reviewing how the market will evolve over time and what the various vendors can do to best position themselves in this evolving market. For more information: www.connected-intelligence.com. Follow Connected Intelligence on Twitter: @npdci.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 2,000 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us or visit www.npd.com/ and www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.