US mobile phone users access social media more than those in Japan or Europe.

Japanese consumers are more likely to track a courier delivery with the help of a smartphone, but US users are the keenest on social media, a new report indicates.

US mobile phone users access the internet for social networking more than their counterparts in Japan and Europe, according to the latest comScore study.

It found that a fifth (21.3 per cent) of Americans using mobile devices will access sites like Facebook, MySpace or Twitter, compared with 17 per cent of Japanese and 14.7 per cent of Europeans.

However, it is the Japanese who are the most connected, with three-quarters (75.2 per cent) accessing the internet via smartphone.

This compares with just 43.7 per cent of Americans and 38.5 per cent of Europeans.

Facebook topped the list of social networking sites in both Europe and US, while the crown for most-accessed went to Mixi in Japan.

comScore senior vice-president of mobile Mark Donovan said: "For brands seeking to establish a multi-market presence, understanding usage dynamics across geographies is essential to implementing a successful global mobile marketing strategy."

Last week, a report from the Smart Card Alliance Payments Council said that the rapid adoption of smartphones will drive a threefold increase in mobile marketing spending over the next three years.

Posted by Matt Watts

Article Added: 11/10/2010 16:26:38