If you or your company uses social media to reach your customers, it is important to know which social channels’ users share most frequently.
In their report on Q4 2014 consumer sharing trends, ShareThis have shown that in 2014 consumers doubled their sharing activity on mobile. People using a tablet or mobile device now spend 20% of their time while on that device sharing content. Much of this growth was driven by tablets, which experienced a 49% lift over last year and now represent 15% of total sharing activity. In comparison to this, when using a desktop computer, they spend just 6% of their time sharing content. This is highlighted by the fact that sharing activity on a desktop dropped by 30.2% in 2014. 80% of consumers now own a mobile device, and mobile engagement has nearly doubled since the beginning of 2014. Mobile sharing now represents nearly 20% of total activity within mobile devices, compared to only 6% within desktop environments.
People are not just sharing from their mobile phones and tablets, but they are browsing too. Over the year, total browsing and sharing activity on mobile grew 32% to represent 66% of total activity.
ShareThis have also done a comparison study on the sharing activity for Facebook, Twitter, Pinterest, Tumblr and three other platforms. They found that Facebook far surpassed the sharing activity of its closest rival, Pinterest, by more than 10 to 1. 81% of all shares occurring across the channels in the study combined (including email newsletter) originated on Facebook.
It is important to bear in mind that each channel provides an outlet for a different type of conversation and message. Facebook continues to be the central social channel, not dominating any particular category, while the other major channels are for more niche interests. Twitter is more dominant for real-time events, like sports, and Pinterest tends to be about beauty, food, and shopping.
This data clearly shows that it is imperative for businesses to adopt a mobile marketing strategy, especially on social networks and platforms such as Facebook. If you would like to delve into the world of mobile digital marketing, but are unsure of what steps to take, have a look at how I can help your business!
“For years the value proposition has been utterly obvious,” said Matt Calkins, chairman and CEO at Appian, “and yet business have held back from mobile-first behaviors.” In the coming months, companies that aren’t already mobile-centric will start to cross the divide to increasingly screen-agnostic mobile platforms — allowing employees to keep working, no matter what devices they’re using. Furthermore, Calkins predicts, desktop iterations of software will start to emulate those of the relative mobile interface. “The result of the battle between mobile and desktop apps will be as follows,” he said. “Mobile wins, the device wins, the format wins on the desktop environment.”
Tolga Onuk, CEO of Thunderbolt Studios states that, “2015 is, more than anything else, the year the smartphones and mobile tablets will be used more than all other devices in the market.”