eMarketer forecasts that mobile social networking
will grow from 82 million users in 2007 to over 800
million worldwide by 2012.
"This population will comprise current online social
networkers who are extending their digital lives to
mobile as well as a growing number of mobile-only social
networkers," said John du Pre Gauntt, eMarketer senior
analyst and co-author of the new report, Mobile Social Networks. "Early reports
suggest strong user demand for mobile social networks."
For example, MySpace recorded over 7 million unique
visitors to MySpace Mobile in the US in the six months
since launch. "It wasn't until we rolled out
m.myspace.com that we got a sense of how powerful demand
was for MySpace on cell phones," Brandon Lucas, senior
director of mobile business development for MySpace,
told eMarketer.
Facebook claimed 4 million unique registrations.
Mobile-only social networking players such as airG,
Mocospace, myGamma and itsmy.com all reported several
million users soon after launch.
"Along with the rapidly growing audience, marketers
are drawn to mobile social networking because it creates
a unique context in which to promote their goods and
services," said Debra Aho Williamson, eMarketer senior
analyst and co-author of the report. "It goes beyond
simply linking people with digital content by adding the
immediacy of sharing with friends—a very powerful
marketing proposition."
"Even if only a tiny percentage of the 3 billion
worldwide mobile phone users take up mobile social
networking," said Ms. Williamson, "the potential
advertising inventory reaches mind-boggling levels."
"Marketers, online social network sites, mobile
carriers and mobile content providers all face enormous
challenges to reach that potential," cautioned Mr.
Gauntt. "Marketers are trying to determine which digital
marketing techniques and ad units are relevant for the
mobile social networking environment."
To discover all the pros and cons of this exciting
new channel, download the new eMarketer report, Mobile Social Networks, today.