Smartphones provide a window through which internet marketers can reach consumers even when they aren't sitting at their desktops. According to a new report from ExactTarget, social media content is an especially powerful way to reach these on-the-go consumers, with many checking Facebook at least once daily through their devices.
The study shows that 50 percent of consumers log into Facebook through their smartphones at least once per day. Nearly one in five users (17 percent) say they check Facebook “constantly throughout the day” while 18 percent log into the social site via smartphones “several times per day.”
Moreover, consumers who check Facebook through their smartphones seem to be open to brand engagement via the social site. ExactTarget reports that 27 percent of respondents users have Liked a business through their smartphones.
Plus, mobile Facebook users tend to be members of the lucrative 18- to 34-year-old demographic.
“Both men and women check Facebook frequently – approximately two-thirds of smartphone-owning men and women age 34 and under use their smartphones to check Facebook at least once per day,” notes the report.
Tapping consumers through mobile Facebook efforts can even lead to sales. More than one-third of respondents (35 percent) said they have received messages through the social network that have encouraged them to make a purchase.
Brafton has reported the importance of leveraging social sites, such as Facebook, to generate sales. According to a survey conducted by Regus, 43 percent of small businesses use social networks to acquire new customers.