Q4 2013 Consumer Sharing Trends Report Offers New Insights Into What, Where and How Consumers Share News, Photos, Videos and More Online
Our latest Consumer Sharing Trends Report (Q4/2013) came out today and reveals that Pinterest has outpaced email for the first time to become the third most popular sharing channel overall. In a sign of how quickly social media has changed the digital landscape, consumers are now “pinning” things like articles, photos and recipes to share with their friends more often than emailing links. With 58 percent growth in 2013, Pinterest also leads as the fastest growing sharing channel, followed by Facebook and LinkedIn.The fact that Pinterest, which is still relatively young compared to the other social channels, has surpassed email, which has been a sharing tool for decades, is just one example of how quickly consumer preferences and habits are constantly changing.
This data is part of our second quarterly Consumer Sharing Trends Report, which analyzes consumer sharing behavior from Q4 2013 and the full year across nearly every social channel on desktop and mobile devices. In addition to measuring growth by social channel, our Q4 2013 report looks at geographic and demographic sharing trends, including:
Pinterest and LinkedIn showed no signs of slowing down: At 58 percent and 40 percent growth respectively in 2013, Pinterest and LinkedIn both outpaced Twitter’s growth, which was 15 percent. On the flip side, email declined 11 percent.
Midwestern sharers preferred Pinterest: Active Midwestern sharers preferred Pinterest more than any other region. Not surprisingly, women in the Midwest share more than the national average.
Where you live changes how much you share: The share rate in the Northeast topped every other region in the U.S.
When viewing social activity by channel, regional preferences stood out: Active sharers in the West preferred Facebook and Google+ whereas sharers in the Midwest turned to Pinterest. Twitter and LinkedIn were preferred in the Northeast.
Timing is everything: People shared most between the hours of 8:00 and 9:00 p.m., but the West Coast started sharing earlier than anywhere else at 7:00 a.m.
Consumers shared and clicked more than ever in 2013: Compared to 2012, consumers shared 37 percent more often in 2013. Not only is sharing up, but engagement (or click-backs per share) is also up 12.6 percent.
The data from our Consumer Sharing Trends Report offers valuable insights into where and how consumers are engaging with content online. Because sharing is a true indicator of interest, understanding this behavior across desktop and mobile environments is a powerful way to drive brand engagement.
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