When looking to advertise an app via other mobile devices, social media can be an excellent place to start. Comscore’s recent report on mobile usage in the UK proves that a social media focus in user acquisition can be essential, at least for growing a UK user base. Social media apps take up the largest bulk of app use on mobile devices in the UK, according to the study.

If you want to get UK users to download your app – you’ll find them on social networks on their mobile. The UK’s internet use is now predominately mobile, with 56% usage being on devices like smartphones and tablets, compared to 44% on desktop. Whilst on mobile devices, UK users are leaning heavily towards app use for accessing the internet (a staggering 81% of mobile internet access is via apps), and engaging in social media is the most common activity when using mobile devices – 31% of time on mobile.

So what social media platforms are popular? Facebook got the lions share with 83% of mobile social media users accessing it, then came Twitter and LinkedIn with 44%, Google+ with 40% and Tumblr at 22%. Google+ did surprisingly well for getting use in the UK, especially after a rocky reception elsewhere. Even in the UK there have been concerns that the social media network was suffering a lack of self-esteem – as this comedy sketch about dating a social media app shows.

Developing campaigns that use social media platforms to promote app downloads can have a big impact on user acquisition. And there are many companies out there that help you navigate social campaigns. Whilst major platforms like Facebook and Twitter offer relatively easy access and navigation to potential advertisers, campaign management can be tricky when you might want to manage campaigns across several platforms. Risk of failure and acquisition optimisation can present problems for smaller advertisers with tighter budget concerns.

Mobile marketing platforms offer social media marketing campaigns make up for these problems by offering cross-campaign management and performance-based payment structures. So, with one account an app developer can track campaigns on both Facebook and Twitter and compare them from one dashboard. At the same time, when companies charge on a CPI (cost per install) basis they automatically nullify risk of failure. App developers can choose to pay only when they get their installs so they don’t spent money on ad placements which might not lead directly to acquisitions.

At the same time, there is a huge demand for help in accessing social media from China. China blocks access to most of the major international social platforms, so it’s difficult for domestic companies to navigate Google, Twitter and Facebook. YeahMobi has successfully helped domestic companies see huge game downloads via social channels for Chinese companies. Social could be a key route for China to get access to the high-value market that is the UK.