Can you click me now?

From the betaworks “Department of Insights That Make Sense, But Are Cool to See Play Out in the Real World” (better known as DITMSBACSPORW), we bring you a snippet of statistics about bit.ly clicks from mobile devices. Using two months of click history from one of SocialFlow’s customers, a user with a Twitter account with over 500,000 followers, we separated the clicks coming from mobile devices (such as iPhones and Android-powered phones) from all other clicks (such as from desktop computers). We could then see how mobile browsing varied over the course of each day as a percentage of total browsing.

Some highlights:

➢ Mobile usage is really important – at the peak (at 8 PM on Saturdays), an average of 41% of all clicks came from mobile devices.
➢ Weekends generally have a higher percentage than weekdays. (It’s good to know you’re not just shifting from following Twitter on your office PC to following Twitter on your home PC. You’re using Twitter on your phone!)
➢ Friday night looks more like a weekend, and Sunday night looks more like a weeknight. (Your mother will be happy to know you’re staying home on Sunday nights.)
➢ People are less likely to click from their mobile devices in the middle of the day and wee hours of the morning than during morning rush hour or at night

While conventional wisdom might hold that the power of Twitter is based on the brevity of its 140-character messages and the convenience of receiving these messages on the go, it’s becoming clear that people on the move are also reading long-form content that appears (in link form) in their Twitter timelines.

SocialFlow’s algorithms help publishers select which of their potential Twitter and Facebook messages will be most interesting to their followers and fans, and it sends those selected messages at the best time. As web browsing on mobile devices increases, the right time to send a message will often be when people are on the go. That’s all the more reason to have a tool help you send messages – you’re too busy partying at night (and, um, compulsively checking your phone) to be at your desk sending tweets.


UPDATE: Editor’s note

We had a few questions regarding the timezone of the graph and whether we mapped clicks to the time in their respective zones.

1) All times are Eastern.
2) We did not normalize clicks to the times in their respective zones. Ultimately, when you send a tweet, it will go to all of your followers at the same time, regardless of what timezone they are in. We therefore felt it was appropriate to lump all the timezones into one.
3) As the client writes English-language articles, the vast majority of the client’s followers are clicking from US timezones.
4) The general trends, i.e. weekend higher than weekday, night higher than day, still hold even without accounting for different timezones.

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