A Glimpse At Social Media And Mobile Adoption Rates

As you prepare for 2012, it’s likely that social media and mobile are making their way on to your agenda. And they should. These channels are growing and are particularly important if you are targeting a young audience.

We’re working on a report for early 2012 that examines adoption levels and frequency rates of use for numerous social media and mobile activities. The analysis will dig into differences across consumer demographic segments. Here’s an early glimpse at some of the high-level data:

Here’s that same analysis done for just 18 to 24 year-olds:

As you can see, there’s a dramatic difference in adoption rates, especially when looking at mobile activities.

The bottom line: You need to look at social media and mobile if you want to reach younger consumers

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

2 Responses to A Glimpse At Social Media And Mobile Adoption Rates

  1. Madison says:

    Agreed. Especially true for tweens and early teenagers. Mobile and smartphone adoption has exploded, well outweighing web browsing or email. In fact, fewer teens and pre-teens are using email– it has become an antiquated form of technology with a 22% open rate. Companies need to embrace technologies their members use in order to communicate in a way their members live. Today, that means mobile.

    • Bruce Temkin says:

      Madison, it is amazing that email is already becoming obsolete for the younger set. Hopefully my upcoming research will help companies understand some fo these trends across different consumer demographics.

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