Remember the snake game, of mobile phone apps that Nokia started including on phones just as mobiles started taking off? Since then, games have continued to account for the lion’s share of mobile app usage. That is until now…
A recent study of mobile app use on IOS and Android by Flurry a company specialized in mobile analytics shows that social media just drew level with games in terms of time spent on mobile. Interestingly when compared with usage a year ago, pretty much all categories were flat with the exception of social media that grew 60%.
There are two interesting takeaways from this. Firstly, it is a reminder that mobile devices will continue to have a major role as entertainment devices helping people occupy the time on the road. Secondly it shows that as smartphones users grow beyond technophile early adopters (who are often gamers) to a mainstream audience, social media’s dominance of mobile app usage will probably grow as a way of being entertained on the road. In fact, a recent study by the Hollywood Reporter shows that 88% of those surveyed viewed Facebook as entertainment.
This hilghts the importance of branded casual entertainment experiences as part of any social media marketing strategy. Brands need to show their fans a good time while getting their message across; its part of a concept we call “Love your fans”.
But entertaining fans does not necessarily mean games in the traditional sense of the word. It means challenges that any user can get engaged with; a quizz or sqeepstake, personality tests, or simple game-play all with a tight integration to Facebook to create great community dynamics.
What are the best branded social media entertainment experiences you have seen?