Mobile Is Emerging As A Frequent Professional Networking Access Point

This is the third in a series of posts that Vanessa DiMauro and I will publish over the next few weeks, highlighting the more significant findings from The New Symbiosis of Professional Networks study that we recently conducted as part of our fellowship with The Society for New Communications Research.  Please visit both Vanessa's and my blog regularly for the latest analysis.

The convergence of the Internet, Web 2.0 and mobile technologies has taken significant shape over the last 18 months as people increasingly rely on 24x7 (anywhere) access to information, relationships and networks - around the world.

In today’s global environment of a vast network of seamlessly connected devices (one billion people connected to internet and 4 billion mobile phones) information has the capacity to travel at a business velocity never before seen. 400+ million people are sharing billions of pieces of content and experiences each week through online exchanges.  Communities of practice, professional networks, e-mail, SMS are the sort of tools that enable multi channel access for individuals (employees, customers, partners and suppliers).  We are finally a part of the long-promised global virtual and collaborative work environment.

As smart phone technology, wireless bandwidth and mobile applications evolve, the impact on social and professional networking will be dramatic.  Decision making has indeed become social. Add the ability to seamlessly integrate commerce into these technologies and devices and we have yet another dimension in the shift to a new form of collaborative consumer and professional buying experience.  How will companies, marketing and communication professionals adapt?

Here is a great illustration about the history and convergence of these powerful technologies, offered by Stanford University

Taking a step back to where we are today.  In looking at just one of the top social networking sites (Facebook) along with the adoption trends of mobile technologies and mobile applications, you see that consumer behaviors are beginning to evolve to a point where the shift to this new world is quickly becoming a reality.  Anecdotally, I recently lost my smart phone and felt as if I had lost my identity.  It was worse than loosing my wallet.  I had to cancel the service to the phone and change all of the passwords to my social networks and subscriptions to informational sites that were connected to the device.  It left me feeling quite exposed and made me realize how firmly engaged and dependent I already am in this new world.

• Facebook reports that more than 65 million of their active users access Facebook through their mobile devices and suggests that those who use Facebook on their mobile devices are almost 50% more active than non-mobile users. Interestingly, Facebook also reports that 180+ mobile operators in 60 countries are currently working to deploy and promote Facebook mobile products, in their local markets.

• A view into the recent figures on the sale of smart phones also paints a picture of rapid adoption of these powerful and enabling devices. According to analysts, Canalys, Nokia holds the leading position with 16.4m units shipped in Q3 2009, giving them a share of 39.7% of the global smart phone market. RIM’s Blackberry shipped 8.5m in the same period taking a 20.6% share and Apple’s iPhone shipped 7.4m taking third place at 17.8%. HTC were forth with 2.2m phones.

• Finally, according to Apple, over 2 billion iPhone applications have been downloaded to-date (one billion downloads from April-October 2009).  There are currently 186 social networking specific applications for iPhone and growing.

Add to these trends what technology giants like Google, Microsoft, Apple and Nokia are doing to accelerate how consumers access information, social and collaborative networks, and engage in commerce through mobile devices...and the future is not too far away.  The impact of this on marketing and communication professionals is significant.  Are we ready?

Based on our research we found that:

• Essentially all respondents from The New Symbiosis of Professional Networks study access social networks on a PC or Mac
• Close to half also access social networks using a mobile device
• Those who use multiple networks are more likely to access them using mobile device
• Younger respondents are also more likely than older respondents to indicate that they access networks through a mobile device

What devices do you  typically use to access social networks? (check all that apply)

N=356

The complete findings of the research can be found here.

Please visit Vanessa's blog tomorrow where she will discuss findings and data that suggest a mismatch between what professionals want when it comes to engaging in social media peer groups and what marketing endeavors to do!

The methodology for this study involved a mixed methods approach supported by quantitative data gathered via online survey of 356 professionals to understand their perceptions and experiences with social media in support of their decision-making. Select interviews of 12 professionals were also conducted using a semi-structured interview guide as part of the second phase of the study. Key demographics of the research include:

• Close to a quarter (23%) of respondents identified themselves as CEO of their organization; 50% as “Director” (24%) “Manager” (24%)
• Company size ranged from less than 100 to over 50,000 full-time employees
• Age was well distributed with the greatest proportion in the 36-45 range
• 25 countries were represented, with 58% of respondents living in the US
• All respondents were either the decision makers or influenced the decision process within their company or business unit

Comments

[mobile trading]

There's no doubt the smart phones are taking over the world. Personally, I can't see anything bad in it. If you use your smartphone in a smart way, it can help you with your every day needs and open a world of possibilities for you. Not everyone end up playing games in their smartphone all day :).