Facebook users in the US spent more than 7 hours or 441 minutes to access the social network through smartphones during April 2012, compared to 391 minutes or 6 hours, 31 minutes spent on Facebook through PC or laptop, according to a report from comScore.
comScore’s newly launched Mobile Metrix 2.0, a mobile behavioral measurement service, revealed the 25.6 million Twitter mobile users had an average engagement of nearly 2 hours during the month.
Google sites topped with nearly 94 million visitors, representing 96.9% of the mobile audience, among users, aged 18 and older accessing from iOS, Android and RIM smartphones, the Mobile Metrix 2.0 report showed.
comScore SVP of mobile Mark Donovan said the introduction of Mobile Metrix 2.0 represents the culmination of significant product development to bring the market detailed behavioral measurement of mobile media usage, including access from both mobile browser and apps.
"This completely retooled and enhanced version of the service is the mobile analog to comScore’s flagship Media Metrix product, bringing critical insights such as audience size and demographics to the mobile marketplace," added mark.
"In addition to the granularity of reporting between mobile browser and apps across operating systems, Mobile Metrix 2.0 also enables a unified view of media properties’ total mobile reach, providing both advertisers and publishers with the actionable insights necessary to optimize their mobile strategies."
Facebook comes second with 78 million visitors, after which Yahoo! Sites follow with 66.2 million visitors and Amazon Sites with 44 million visitors (45.4 percent reach).
Combined with the company’s Unified Digital Measurement application, the new service offers census-level data to provide views into actual US mobile media usage across apps and mobile browsing.
Mobile Metrix 2.0 also allows segmenting consumer activity across iOS, Android and RIM platforms, offering insights into today’s smartphone consumer.
The application uses ComScore’s classification dictionary for insight into properties that attract mobile web and app audiences, giving usage with the company’s suite of audience measurement tools including comScore Media Metrix.
