The document analyzes sharing behavior between mobile and desktop devices using data from ShareThis. It finds that mobile web users are twice as likely to share content as desktop users, with the iPhone generating the most sharing and most influential shares. Sharing peaks in the evening for both desktop and mobile. The analysis suggests marketers converge mobile and social strategies, target sharing devices and networks like Facebook and Pinterest on iPhone and iPad respectively, and reach users in the evening when engagement is highest.

1. Mobile vs Desktop
A Sharing Study
Yan Qu, PhD
VP Data Science & Chief Scientist
yqu@sharethis.com

2. Social Media, Mobile, and Big Data
Big Data
Actionable Intelligence
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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3. 2013 Internet Trends
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4. Social Media Grows in Double Digits
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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5. 2013 Internet Trends
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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6. ShareThis Powers Social Web
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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7. 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
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8. Data Processing Pipeline
Data Processing Pipeline
23+ Billion
Monthly
Events
Content
Categorization
Insights
Audience
Modeling
Hadoop/HDFS framework
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Social
Targeting

9. Sharing widgets across
120+ social channels
Widget Stats
for October 2013
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10. 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?
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11. 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

12. 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

13. 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

14. 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
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15. 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
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16. 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

17. 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
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18. 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
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2

19. 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
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20. Facebook, Twitter, Pinterest Consistently High on iPhone
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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21. Pinterest Dominates Usages at Night on iPad
Big Data Innovation Summit, Las Vegas, January 22-23, 2014
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22. 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

23. THANK YOU!
yqu@sharethis.com
Big Data Innovation Summit, Las Vegas, January 22-23, 2014