At the expense of their personal computers and BlackBerry devices, Twitter users have steadily switched to communicating with brands via iPhones and Androids.
From a sweeping sample of 860 brands we’ve monitored since New Years Day 2012 (back when planking, Nyan Cat, and Rebecca Black’s immortal Friday were all things), we found that mobile mentions of brands have grown 7.6 times – even though their number of total monthly active users only grew 2.4 times.
The implication is huge for brands. That means that Twitter users are increasingly leaning on mobile apps to both talk about brands and seek out customer service. And that means that content must increasingly be not just mobile-friendly, but mobile-native.
Here are some quick hits from our data:
Mentions have decreased from web browsers, and come increasingly from iPhones. Android began making a serious dent midway through 2013.
This reveals the absolute essential importance (can’t be clear enough about that) of being able to provide social customer care 24/7 – because users are not leaving Twitter when they leave home, and this disproportionate growth will only continue to split further in favor of mobile.