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  • Talk about MapReduce, Hadoop, HDFS platform.

Big datasummit yanqu Big datasummit yanqu Presentation Transcript

  • Mobile vs Desktop A Sharing Study Yan Qu, PhD VP Data Science & Chief Scientist yqu@sharethis.com
  • Social Media, Mobile, and Big Data Big Data Actionable Intelligence Big Data Innovation Summit, Las Vegas, January 22-23, 2014 2
  • 2013 Internet Trends Big Data Innovation Summit, Las Vegas, January 22-23, 2014 3
  • Social Media Grows in Double Digits Big Data Innovation Summit, Las Vegas, January 22-23, 2014 4
  • 2013 Internet Trends Big Data Innovation Summit, Las Vegas, January 22-23, 2014 5
  • ShareThis Powers Social Web Big Data Innovation Summit, Las Vegas, January 22-23, 2014 6
  • Leader in Sharing & Applied Social Intelligence Ubiquitous Sharing Platform Massive Data Collection User shares content to their social media channel of choice via ShareThis widget All shared content is indexed via keywords and user is cookied by keyword categories Social Targeting Superior Monetization Ads are served to users who have shared or consumed content related to keywords Highly effective ad campaigns have resulted in significant traction from premium brands Targeted Ad Here Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • Data Processing Pipeline Data Processing Pipeline 23+ Billion Monthly Events Content Categorization Insights Audience Modeling Hadoop/HDFS framework Big Data Innovation Summit, Las Vegas, January 22-23, 2014 Social Targeting
  • Sharing widgets across 120+ social channels Widget Stats for October 2013 Big Data Innovation Summit, Las Vegas, January 22-23, 2014 9
  • Mobile vs Desktop – a Sharing Study 0.6% 17.9% Mobile Desktop 30 days - June 2013 4.9 billion desktop activities 1.2 billion mobile web activities 81.6% • • • • • On which devices are people most social? How do people utilize social channels across their various devices? What kinds of content do people share on desktop vs mobile? When are people most social throughout the day on desktop vs mobile? Which devices generate the most influential shares? Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • Mobile Web is Twice as Social as Desktop Social Sharing as a Percentage of Total Activity 9.00% 7.70% 8.00% 7.00% 6.00% 5.00% 4.10% 4.00% 3.00% 2.00% 1.00% 0.00% Desktop Mobile Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • iPhone is the Most Social Device Social Rate on Devices 14.0% 12.4% 12.0% 10.0% 7.4% 8.0% All mobile 6.3% 5.0% 6.0% 4.0% 3.9% 3.4% PC iPad All desktop 2.0% 0.0% iPhone Android Blackberry Mac Users are 3x more likely to share content via their iPhone vs their desktop Users are 1.5x more likely to share on their iPhone vs all other mobile devices Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • iPhone Generates the Most Influential Shares Influence = # of clicks generated by a share 16.0 14.1 14.0 Users are 14x more influential compared with the network average Mobile devices in general are more influential than desktop devices 12.0 10.0 8.0 6.0 4.0 3.1 2.0 1.2 1.0 0.8 0.7 Android Mac Blackberry PC - iPhone iPad Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • Facebook, Twitter and Pinterest Dominate Sharing on Mobile Desktop 1.6% 1.3% 1.0% Faceboo k Email Twitter Pinterest Mobile 3.2% 10.6% 3.4% 4.1% 18.9% 4.8% 5.0% Reddit 56.5% 6.0% 13.6% 60.3% 9.6% 0.1% Facebook domains sharing on both mobile and desktop Pinterest is three times more represented on mobile than on desktop Twitter is twice more represented on mobile than on desktop Email sharing is mostly on desktop Big Data Innovation Summit, Las Vegas, January 22-23, 2014 14
  • iPhone Users Share More on Facebook, while iPad Users Share More on Pinterest iPhone 1.4% 0.7% 0.6% 0.5% 2.7% 0.4% Facebook Twitter iPad 4.4% 3.2% 3.9% 17.1% 4.7% 14.2% Pinterest Stumbleupon Blogger Tumblr Reddit 15.7% 15.8% 66.4% 48.2% Other Facebook represents 66% of total sharing on iPhones Pinterest accounts for almost 50% of sharing on iPad Big Data Innovation Summit, Las Vegas, January 22-23, 2014 15
  • iPhone Users Share on Family, Entertainment, Health on Facebook, while iPad Users Share More on Food, Fashion, Home& Garden 25.0% Shared Content Percentage via Facebook on iPhone Shared Content Percentage via Pinterest on iPad 20.0% 15.0% 10.0% 5.0% 0.0% Family Entertainment Health Technology Government Food & Drink Fashion & Beauty Home & Garden Big Data Innovation Summit, Las Vegas, January 22-23, 2014 Fitness
  • Usage During the Day Consistently high between 9am – 3pm 7.0% 6.0% 5.0% 4.0% desktop 3.0% 2.0% 1.0% 0.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Going up through the day, peak at 8pm 10.0% 8.0% 6.0% 4.0% mobile 2.0% 0.0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Big Data Innovation Summit, Las Vegas, January 22-23, 2014 23
  • Mobile Contribution during the Day Proportionally, more mobile at wakeup time and bed time 100% 90% 80% 70% 60% 50% desktop 40% mobile 30% 20% 10% 0% 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 Time of Day Big Data Innovation Summit, Las Vegas, January 22-23, 2014 1 2
  • Evening Most Social for both Desktop and Mobile Web 20,000,000 18,000,000 16,000,000 14,000,000 Desktop social 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 Mobile social 2,000,000 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 Social volumes peaking at 8pm for both platforms Big Data Innovation Summit, Las Vegas, January 22-23, 2014 2
  • Facebook, Twitter, Pinterest Consistently High on iPhone Big Data Innovation Summit, Las Vegas, January 22-23, 2014 20
  • Pinterest Dominates Usages at Night on iPad Big Data Innovation Summit, Las Vegas, January 22-23, 2014 21
  • What does it Mean for Marketers? • Convergence of mobile and social, mobile strategy should include social & social strategy should include mobile • Mobile is social, so reaching out to users during mobile moments can generate more influential social value • iPhone users are most social and influential, so facilitate the use of the devices efficiently to drive social engagement • Deliver messages catering to consumers’ interest on device with the right channel to drive engagement, e.g., family and entertainment via Facebook on iPhone; food, fashion, and home & garden via Pinterest on iPad. • Prime time to reach consumers is around 8pm, when they are both social and mobile Big Data Innovation Summit, Las Vegas, January 22-23, 2014
  • THANK YOU! yqu@sharethis.com Big Data Innovation Summit, Las Vegas, January 22-23, 2014