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

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

2 thoughts on “A Glimpse At Social Media And Mobile Adoption Rates”

  1. 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.

    1. 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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