In the UK, mobile owners are turning to their devices to keep up to date on their online social status with increasing frequency. Social media usage on mobile phones has nearly doubled in the UK since a year ago. In March 2010, 4.4 million people accessed social media sites or blogs through their mobile phone almost every day, while 10.1 million accessed it at least once throughout the month. A year later, it has increased by 80% to 7.9 million mobile users accessing social media almost every day, and 14.7 million users accessing it at least once a month.
Issue is how will organisations respond? There is still a great deal of scepticism about the impact of digital communications but these figures show that as the tools become easier to access there is a huge desire to use them. One wonders when we will reach the tipping point when the traditional media becomes a thing of the past and we focus almost entirely on digital