Content Marketing Blog

Twitter incredibly popular with mobile users

Twitter is a useful tool for brands to communicate with consumers, and many businesses have incorporated the microblogging site into their content marketing strategy. But what many businesses may be unaware of is that the majority of Twitter users access their accounts through a mobile device.

Twitter recently went public, opening up an Initial Public Offering to investors. Last week Twitter released the S-1 form that was filed to the Securities and Exchange Commission, and it revealed that 75 per cent of Twitter's 218.3 million monthly active users monitor their accounts over a mobile.

A large percentage of Facebook users also operate their social media accounts through a smartphone. In the US, 78 per cent of Facebook’s 128 million daily users scroll their newsfeeds through a mobile device, according to TechCrunch.

These mobile users are definitely worth keeping in mind when designing a Twitter campaign, especially since mobile users are more active on the site. Statistics from Twitter's blog revealed that smartphone users are 66 per cent more likely to retweet and 76 per cent more likely to favourite a tweet than those using a computer.

The popular social networking site has made an effort to ensure its service is easy to operate on a mobile device, frequently updating its smartphone and tablet apps. This week Twitter launched new features for the Windows Phone 3.0 app, and recently did the same for the release of the iPhone's iOS7.

It makes sense for Twitter to invest so deeply in having the latest mobile applications, especially since mobile users make up 65 per cent of the company's total ad revenue, according to the S-1 form. 

However, the form did reveal some troubling news for the social networking site. The company reportedly lost $69 million this year alone, and last year a further $80 million, making up a total accumulated deficit of $418.6 million.

Although the company is clearly going through difficult financial times, opening up an IPO does not necessarily mean they are desperate. Facebook made the same move last year, and LinkedIn did so in 2010.

Some speculate that Twitter is doing so now in an effort to maximise profits from ad sales.

Posted by Dylan Brown