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As mobile adoption grows rapidly in the US, so does mobile content consumption, which recorded double-digit year-over-year (YOY) growth across all major categories as of March 2011 with social networking the standout category, increasing 45.7% to nearly 64 million users, according to data from comScore MobileLens.

Notable growth was also recorded in categories such as news (up 38.1% YOY), search (up 32.1% YOY), personal email (up 30.7% YOY), and professional email (up 24.8% YOY).  

Below, additional findings from the "State of Mobile Advertising," issued by comScore in association with the Mobile Marketing Association (MMA) and Where, Inc.

Time spent on mobile devices skews toward social media sites: 

  • Facebook visitors spent an average of 269 minutes using the site via mobile device in March, compared with 347 minutes via personal computer (PC).
  • Twitter users spent an average of 42 minutes using the site via mobile (vs. 22 minutes via PC). 


Moreover, among mobile-centric players, mobile access surpasses PC. For example, visitors to mobile social networking site MocoSpace spent 652 minutes on average using the site via mobile device in March, compared with 107 minutes via PC.

Similarly, visitors to Cellufun accessed that site for an average of 315 minutes via mobile in March (vs. 97 minutes via PC).

In addition, more people are accessing such sites via mobile frequently: The number of users who accessed social media sites via mobile device "almost daily" increased more than 70% YOY as of March 2011, the highest growth recorded in any user category.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Overall, mobile advertising spend is projected to reach $2.5 billion by 2014 in the US, according to comScore, as mobile users near a majority.

Some 45.7% of Americans already access mobile media. That level translates to roughly 106.8 million consumers who use a mobile browser, application, native email, or stream or download music and video via their devices—up from 88.3 million Americans who did so in 2010.

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