Social media usage continues to grow faster on mobile ? especially on iPhones ? than on desktop, suggesting that marketers must acknowledge that mobile is now the first screen and necessitating the creation of campaigns that involve the consumer as much as possible in content creation, according to a Temkin Group study.

Temkin Group?s Social Media Benchmark Study, 2015, showed daily mobile usage of Facebook increased the most, from 29.3 percent in 2014 to 36.1 percent this year, while Pinterest showed the most momentum, growing its audience of daily mobile users from 8.0 percent to 11.4 percent over the last year. In another finding with potential implications for marketers, daily usage dropped among younger users, although it was not clear if that was because their social use is migrating to newer, up-and-coming social platforms or if their overall use is down.

?It's no surprise that social media usage increased the most on mobile devices,? said Tom Sather, senior director of research for Return Path. ?Millennials prefer to share moments while on the go, and check to see what their friends and family are doing at the moment. 

?Millennials also are more comfortable sharing their insights while viewing the original first screen ? television,? he said.

Temkin?s fourth annual study examined 10,000 United States consumers' use of several different social media sites, on computers and mobile devices, and compared the results to previous studies from 2012, 2013, and 2014. 

The research included Facebook, LinkedIn, Twitter, Google+, Pinterest, Tumblr, and third-party rating sites.

Consumers increased their daily computer usage across all social media sites the study examined. 

While daily Facebook access showed the smallest increase, from 46.5 percent in 2014 to 47.1 percent in 2015, Twitter jumped the most as daily computer users increased from 13.4 percent to 16.1 percent over the past year.

The growth suggested that social?s sweet spot is with 25- to 44-year-olds and iPhone users, Bruce Temkin, customer experience transformist and managing partner of Temkin Group, said in a release.

The youngest group of consumers studied, aged 18 to 24, lowered their daily computer usage of Facebook, LinkedIn, Twitter, Google+, as well as with ratings and review sites like Yelp and TripAdvisor.

Those young adults also lowered their daily mobile use of LinkedIn and Google+. They are also are very mobile-centric, as they are more likely to use Facebook, LinkedIn, Twitter, and Pinterest daily on their mobile devices than on their computers.

Consumers aged 25 to 34 were the most active on Facebook, Twitter, Google+, Pinterest, and ratings sites. 

Across both computers and mobile devices, consumers aged 35 to 44 showed the most increase in daily social media activity between 2014 and 2015.

The research also showed that iPhone users are the most active on Facebook, Twitter, and Pinterest, while Blackberry users are the most active on LinkedIn, Tumblr, and ratings sites.

?Daily Facebook usage was already extremely high, so it's not surprising that we're seeing a plateau in daily usage,? Mr. Sather said. ?Twitter in comparison to Facebook has very low daily usage, but has a bigger upswing than Facebook. 

?For marketers, I think the implication is in the desired result from the social channel. While an increase in Twitter usage could be an opportunity, it may not necessarily bring conversions that they see on Facebook,? he said.