While desktop or laptop computer use dominates social media access, marketers must consider that mobile social use has increased and will continue to do so.

As part of its State of the Media: Consumer Usage Report, Nielsen found that 97 percent of social users access their accounts from their computers. However, 37 percent do so from their mobile phones, and it’s likely that the number tweeting from their handsets will increase throughout 2012.

Currently, gaming consoles and iPads each account for 3 percent of social media access as well.

As mobile social media access continues its ascent, targeting these consumers will become easier and equally as important. According to the study, 5 percent of time spent on mobile phones is dedicated to social media use. Mobile Twitter and Facebook users are more likely to be female, while Google+ mobile use is more common among men.

For companies relying on social media marketing, targeting these mobile users is critical to generating leads and conversions. Shared content must be fully accessible on their handsets and social campaigns should consider on-the-go, local audiences.

Those leveraging SEO campaigns should also be more focused on mobile as search from handsets continued its growth in the final few months of 2011. Brafton reported that more than 42 percent of smartphone users accessed search applications on their devices between September and November.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.