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Social Networking Is Trending Down


Screen shot 2013-02-19 at 6.28.00 AMSocial networking is dead.

Well, not exactly… but it’s likely to have peaked.

The proportion of internet users aged 18-29 who reported using social networking sites dropped to 83% in December 2012, according to results from a study by the Pew Research Center’s Internet & American Life Project. That represents a 10% decline from just 4 months earlier, and is the lowest proportion in roughly 2 years.

The only group of internet users to see increased adoption of social networking sites during the August-to-December time period was the 30-49 crowd, up from 73% adoption in August to 77% in December.  However there was a decline in the percentage of 50-64-year-olds (57% to 52%) and those 65 and over (38% vs. 32%) using social networking sites.

What is causing this decline? There’s a very good chance mobile is the reason.

As more businesses provide mobile applications, mobile-friendly shopping and services – consumers will spend more time interacting with brands rather than their followers.

With nearly 2/3 of internet access coming from mobile devices it is fair to say that those brands that use mobile to connect with consumers will win mind-share. And they will dominate consumers’ time.

Now more than ever before brands and businesses should be allocating resources towards their mobile connections. As brands struggle to monetize Likes and Followers – why not focus on mobile? Mobile has the same metrics as your website and that’s worked pretty well for most brands. Mobile brings brands back to thinking about conversions, sales, revenue, etc. – things that drive a business.

The fact that someone “Likes” a nugget of information on your brand’s Facebook page is tough to take to the bank. When a consumer buys your product/service off a mobile device is money in the bank. Seems to be an easy choice for me.


One Comment leave one →
  1. Juetta West permalink
    02/19/2013 10:50 am

    Now I understand more clearly and am set straight on your recommendation’s on social media. I passed this article along to the group. Thanks.

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