Research says push-updates and single log-in access across multiple sites are key to success.
A Colibria survey of 2,000 people in the UK has found that 39 per cent of 18-45 year-olds believe that if updates were pushed directly to their device, it would greatly improve their experience of mobile social networks.Of those who already access their social networks via their phone, 65 per cent prefer to do it through an internet browser, while 28 per cent use a dedicated application.
Colibria says the interactive limitations of browser-based access may explain why 43 per cent of users only describe their experience as average, with a further 20 per cent rating access as poor or very poor.
Additional findings include:
- Thirty-one per cent of respondents said that messages are what they would most like to receive on their mobile when checking their social networks.
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- Single log-in access across multiple social networks is the most popular option for improving the experience via mobile (14 per cent).
- Only 16 per cent of those asked used social networks other than MySpace and Facebook
- 78 per cent use the instant messaging functionality available on their respective social networking sites.
Lars Kristian Roland, CTO of Colibria, said: ‘‘This survey shows that mobile users want to be able to enjoy a seamless, consistent, rich experience across all of their social networks on the mobile. Put simply, a truly interactive experience is required from operators for the mass adoption of social networking on mobile to become a reality and mirror the success of the fixed world.’’
