MoPub could help Twitter increase its reach in the all-important mobile space. According to a recent comScore report, Twitter lagged far behind Facebook and Google in terms of smartphone browser site and apps reach.
TheJuly 2013 “Smartphone Subscriber Market Share” report, contained stats showing the reach of smartphone sites and apps in the US based on 114 million smartphone users. Google and Facebook came out on top with a roughly 90% reach among browser sites. Facebook took the lead in mobile apps with a 76.1% reach. Google's various apps (YouTube, Google Play, Google Maps, Gmail) ranged in reach from 45% (Gmail) to 53.7% (YouTube).
Under “Smartphone Browing + App Audience,” Twitter.com took 15th place with a 29% reach. This result make sense when you consider how people access the various sites and apps, commented Jake Wengroff, founder of consultancy JXB1 Social Business.
“When people are tweeting, that tweet could often come in on Foursquare, a Yelp review, or Facebook. The tweets are being pushed through other sites that have been synced with Twitter, which makes it harder to measure Twitter’s true engagement,” he said.
Considering that Twitter is often used as a news aggregator, its performance is comparable to other news sites, added Kate Dreyer, Lead Corporate Communications Manager at comScore. “If you think about how people actually use Twitter,” Dreyer noted, “Which is often to keep up with news – then Twitter’s reach is right on par with other similar properties, e.g. CBS Interactive.”
At the same time, Facebook is acting more like Twitter. The behemoth social network has recently added hashtags, embedded posts and trending topics similar to Twitter, and is now highlighting conversations. Starting with Buzzfeed, CNN, NBC’s Today Show, Sky TV, and Slate, Facebook is giving media companies the ability tap into its member data to highlight what's trending on the social network through a demographic breakdown of the users.