Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing

The “Year of Mobile” has been upon the industry for some time now. Despite this, it seems that consumers still haven’t integrated mobile into their lives at the expected pace. However, the Q2 2014 Consumer Sharing Trends Report which we released today provides evidence that we haven’t been crying wolf; mobile stock is finally soaring. The rate at which consumers have adapted to mobile and social has been astonishing, and our report takes a look at the devices, channels, topics and demographics driving the mobile sharing revolution. We offer actionable insights to help marketers and publishers engage their audiences who are sharing on the go.

As reported by ComScore just two weeks ago, mobile platforms combined to account for 60% of total digital media time spent, up from 50% a year ago. And mobile apps accounted for more than half of all digital media time spent in May at 51%. The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.

Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.

As you’re looking to reach consumers on these channels, consider this: Facebook is the place to share about politics and parenting, Twitter tends to be all about business and sports, and Pinterest leans heavily toward shopping. Mobile users are also nearly twice as likely to engage with CPG content compared to any other category.

Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.

In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively.

Based on this quarter’s findings, here are a few tips for marketers to turn this information into action:

Diversify Your Channels:

 The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences.

Align Your Content:

Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.

Go Mobile (If You Haven’t Already):

By now, mobile has cemented itself as a key platform in the social web. It’s never been a more critical (and auspicious) time to develop a strong mobile strategy – users are more social and more engaged on their handhelds than anywhere else, making mobile a prime foundation to amplify your messaging.

Engage Shoppers in the Aisle:

An unspoken and often untapped advantage of mobile is its proclivity toward ecommerce. Users are generally more engaged with ecommerce on devices they can take with them to the store. Reaching these users heightens the possibility of captivating their interests at the peak of purchase consideration.

Know Your Audience:

Certain audiences have been especially receptive to the mobile movement, and it’s not just because they’re buying more devices – they’re more active and engaged on them. Leverage mobile to amplify your messaging with key demographics.

Sharing is and always will be a powerful indicator of interest and intent. The brands and publishers who seek out actionable insights into sharing behavior across channels and devices will successfully drive content and brand engagement.

For more on Consumer Sharing Trends from ShareThis, check out our previous reports here. For a PDF copy of the report, please email pr@sharethis.com.

ShareThis mobile solutions

Earthquake shakes up Napa Valley and Social Media

The earthquake that rocked Napa Valley on Sunday also rocked social media, from coast to coast. We saw a major spike in sharing on the day of the earthquake, there were more than 50,000 total social events, 10X more social interactions related to earthquakes than normal. This was the strongest earthquake to hit the Bay Read more…

Seinfeld_Kiss Featured

Top Shares 8-26-2014

ftw.usatoday.com Billy Crystal opens Emmy’s tribute to Robin Williams with hilarious anecdote about 1989 Mets game Billy Crystal, long time friend and fellow comedian of Robin Williams, made a beautiful tribute to the recently passed actor at the 2014 Emmy Awards last night. He recalled a time when him and Robin sat in the Shea Read more…

ShareThis mobile solutions

Take the Complexity out of Product Planning by Using it as the Metric

Creating a product is inherently riddled with unknowns and hurdles. As we refine and define processes to streamline the confluence of efforts throughout the team, some of the nuances when practicing those processes can be distracting. Process should help streamline work not create it, and output should not create more work for others or yourself Read more…

als1

Here today, Gone tomorrow?

Can the new cat video actually have a true impact on ALS? I hope so. #icebucketchallenge No doubt that the Ice Bucket Challenge is dominating your social feeds. No doubt, 10 days ago your response was like mine, “what the hell is this?” Fast forward 10 days and you’ve probably doused yourself, challenged many more and hopefully donated some Read more…

ShareThis mobile solutions

ShareThis Women Mingle with Bay Area Women in Tech

ShareThis women attended the “Meet, Mingle and Mentor” social for women in Tech at Box Inc.  in Los Altos, CA.  The event was organized by Box Inc and attracted more than one hundred women in tech from local companies, including twenty plus high school girls learning about high tech over the summer. The mentoring and Read more…

ShareThis1

Vendor Evaluation of Content Analysis Systems

In April 2014, I worked with other members of the ShareThis team on a vendor evaluation of content analysis systems. Content analysis is important because it help us understand the websites in our network better. The function of a content analysis system is as follows. When you give it text, it tells you what categories* Read more…

Robin_Williams_Featured

Top Shares Tribute to Robin Williams

Yesterday the world lost a comedic genius, incredible improvisationalist and poignant actor in Robin Williams’ passing. He never failed to make us laugh, cry or truly believe in the character he was portraying. Here is how Hollywood, friends and fans took to social media to commemorate the iconic actor, comedian and person. hollywoodreporter.com Hollywood Mourns Read more…

Teenage_Mutant_Ninja_Turtles_Feature

Top Shares 8-8-2014

hollywoodreporter.com Box Office: ‘Teenage Mutant Ninja Turtles’ Opens to Strong $4.6M Thursday Night There will be a superhero battle at the box office this weekend between the crime fighting Teenage Mutant Ninja Turtles and the Guardians of the Galaxy. Both have had stellar opening numbers (though Guardians premiered a week earlier) but both also pose Read more…

ShareThis mobile solutions

ShareThis’ Dr. Yan Qu Named one of Fortune’s 2014 Big Data All-Stars

At ShareThis, we put people before data. Our VP of Data Science, Dr. Yan Qu, leads the charge on this front when she works everyday to make the world more connected, valuable and trusted through sharing. She was recently recognized for her excellent work and dedication when she was named on Fortune’s 2014 Big Data Read more…

ShareThis mobile solutions

Data Pipeline Management Framework on Oozie

Oozie, a workflow scheduler system that manages Hadoop jobs, provides key features for our data pipeline management framework. In the below presentation you will discover in more depth about the following: Architecture of campaign analytics The issues in the old campaign analytics processes Building pipeline management framework for robust computing environment Read on to learn Read more…