When it comes to social media, it’s hard to argue Facebook’s position as the leader. It’s the oldest of today’s top contenders, roughly one of every 7 people in the world are on it, and Hollywood spun a movie based on the “story” of its creation. But how do the other top social networks like Twitter and LinkedIn compare? How about newcomers like Pinterest? Using the unique visitor data from Compete PRO, we can get part of the picture.
As you can see, Facebook has a fairly comfortable gap, receiving roughly four times the monthly unique visitors (UVs) of the closest competitors. But there is one thing that the above chart doesn’t account for: Mobile. Not only is mobile internet usage expected to surpass desktop in the next four years, but currently, 20% of the world’s total internet usage comes from mobile. That is a large chunk of traffic that we can no longer ignore if we want to effectively measure a site’s performance.
Thankfully, using Millward Brown Digital’s mobile attitudinal and behavioral data, we are finally able to take a look at how many of the major sites are performing from a mobile perspective.
Taking a look at mobile traffic
As you can see, when taking a look at each of the sites’ mobile UVs, things look very different. Twitter, previously left behind with the other social sites, is now a close second, right on the heels of Facebook and double that of LinkedIn, the professional social networking platform that is beating Twitter in desktop UVs.
Note that the data takes into consideration both mobile browser and mobile app traffic. This creates potential insights into how each of the services may be used. One glaring realization is that all four sites besides Facebook have more UVs on mobile than desktop. This signals that not only are there people who only use the service on mobile, but the margin is significant. Twitter, the site with the highest difference, has an average (over the 6 months of shown data) of about 110M UVs. Making the assumption that each of these visitors also access the platform via desktop (a very broad assumption), there could be over 75M Twitter users that only access the site via Mobile. It’s no surprise that Twitter generates over 70% of its revenue from mobile.
Basically, you need to be on mobile.
When only looking at desktop traffic, Facebook looks like a god amongst mortals. However, when we take a look at mobile traffic, the landscape changes dramatically. Suddenly other social media sites are close contenders and the playing field is even. Moral of the story? You need to be on mobile. If your direct competitor and market leader has a weak presence on mobile, it may be your great opportunity to close the gap. Mobile usage is going to grow exponentially over the next few years, just make sure you hop on the train now.
Our Mobile Advertising Effectiveness and Mobile Behavioral Intelligence Solutions are best-in-class and based on platform-agnostic survey capabilities to measure mobile media and passive mobile consumer monitoring. Please contact us today if you are looking for similar mobile attitudinal and behavioral data.
As a senior at Northeastern University, Zach Eberhart is thrilled to join the Compete team as the new Social Media / Marketing Co-op. Majoring in marketing and management information systems, Zach loves everything marketing and technology and has experience in both the agency and startup world. If you like what you read, you can connect with him on Google+ or LinkedIn.