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Q1 2014 Consumer Sharing Trends Report Shows Twitter and Reddit Surge, Backed by Younger Mobile Users
The latest Consumer Sharing Trends Report is here and Twitter is back from its slump, with a major growth trajectory of 43 percent. The Twitter flock flew right past Facebook (14 percent growth), LinkedIn (12 percent growth), and Pinterest (5 percent growth). Reddit also joined the top growing channels for the first time with 25 percent growth compared to 11% decline in Q4 2013. Sharing via email continues its steep descent, with 25 percent decline in Q1.
As consumers continue to share content such as articles, photos, videos and more via their social networks at unprecedented rates, another notable trend this quarter is that surges like Twitter’s are driven by mobile sharing, which surpassed desktop sharing in Q1. Sharing on mobile devices grew 2.5 times faster than sharing on the desktop at 28 percent and 11 percent, respectively.
In addition to measuring the growth by social channel and device, our Q1 2014 report also looks at demographic sharing trends, including age and race. Key findings include:
iPhone vs. Android battle heats up: While the iPhone still holds the lead for the mobile device people use to share most often at 25 percent, Android smartphones are closing the gap at 17 percent, which was up at the end of the quarter from 15 percent in January 2014.
Age matters: Reddit attracts the youngest demographic with the highest number of 18-30 year olds sharing content, whereas LinkedIn and Facebook see the most activity from older users. Twitter and Pinterest sharers tend to be younger than Facebook and LinkedIn, but slightly older than those sharing on Reddit.
- Hispanic consumers are driving growth in sharing: Sharing by Hispanic consumers, who make up the fastest-growing consumer group in the U.S., reinforced our findings from the Hispanic Consumer Study. Compared to African American and Caucasian sharers, Hispanic consumers shared most on Twitter with 42 percent growth and Reddit with 36 percent growth.
The quarterly Consumer Sharing Trends Report analyzes consumer sharing behavior from Q1 2014 across nearly every social channel on desktop and mobile devices. The large-scale social data offers valuable insight into what, where and how consumers share online, which is not only a true indicator of interest and intent, but also a powerful way for publishers and advertisers to drive content and brand engagement.