Q1/2015 ShareThis Consumer Sharing Trends Report
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Facebook strengthens its leadership position by changing the way it controls the volume and content for promotional posts in the News Feed. Effective January 2015, users see more stories from friends and Pages and less promotional content (An Update to News Feed: What it Means for Businesses). It’s likely that Facebook’s News Feed adjustment increased engagement with the social network and, as a result, sharing activity increased. This quarter, Facebook represented 84% of sharing volume, up 12% from Q1 2014. Blogger, which makes up 5% of sharing volume, also saw a slight uptick in activity compared to last year (+2%). Meanwhile, Pinterest and Twitter saw slight declines in sharing (-5% and -3%, respectively).
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Q1/2015 ShareThis Consumer Sharing Trends Report
- 1. 1 We make social data actionable. Q12015ConsumerSharingTrendsReport
- 2. 2 SocialChannels Facebook Strengthens Leadership Position • Facebook continues to lead in sharing activity – 84% of shares from this quarter came from Facebook. • Compared to a year ago, Facebook has increased its share of total social activity by +11.9%. Facebook’s January 2015 News Feed change, which displays more stories from friends and Pages and less promotional content, may be responsible for users’ increased engagement. • Blogger’s share has also increased slightly by +2.1% since year ago. Meanwhile, Pinterest has lost share – down - 5.3%. .8% Reddit 5.8% Twitter 84.3% Facebook .8% Email 4.8% Blogger .1% LinkedIn 2.9% Pinterest CHANGE VS. YEAR AGO (percent pt. change) -1.8% Reddit -3.0% Twitter 11.9% Facebook -0.1% Email 2.1% Blogger -0.2% LinkedIn -5.3% Pinterest
- 3. 3 Activity (as % of total activity) DEVICES Sharing represents 20% of total activity on smartphones and 13% on tablets. While people are most likely to browse on desktop - 77% of desktop activity is made up of browsing – they are less likely to convert to a social action. Only 6.7% of sharing is generated by desktop devices. Activity by Device Sharing by Device Browsing (page views) Engagement (social activity) Personal computer 77% 6.7% Smartphone 62% 20.2% Tablet 71% 13.3% Desktop Smartphone Tablet 62% 19% 19% 38% Mobile < 35% 40% 25% 65% Mobile <
- 4. 4 SocialActivityby Channelon Devices Facebook Dominates Mobile Sharing • Facebook is still highly used on desktop, but it's strength is on mobile - 87% of sharing activity came from mobile, compared to 79% on desktop. • Users of other social channels, including LinkedIn, Reddit, and Blogger, are less likely to share via mobile. 79% 5% 2% 2% 12% DESKTOP Facebook Twitter Pinterest Email Other 87% 6% 3% 0% 3% MOBILE
- 5. 5 TopContent Categories Arts & Entertainment Is The Most Social Category. Arts & Entertainment sharing is driven by TV & Video content, followed by Music & Audio and Movies. The News category saw a +14% growth in Q1 2015 alone, driven by Politics sharing. 16.9% 11.5% 8.4% 7.5% 7.1% 5.1% 5.0% 4.6% 4.5% 4.5% 3.0% 2.8% 2.1% Arts & Entertainment People & Society Law & Government Health Food & Drink Home & Garden Sports Business & Industrial Beauty & Fitness News Computers & Electronics Shopping Autos & Vehicles Top Sub-Categories TV & Video 31% Music & Audio 19% Movies 15% Top Sub-Categories Politics 38% Weather 24% Gossip & Tabloid News 11%
- 6. 6 CategorySharing Index*by Channel Pinterest dominates conversation about Food & Drink, Home & Garden, Beauty & Fitness, and Shopping. Meanwhile, Twitter commands sports-related content sharing. *Index represents the relative difference between sharing activity on a specific social channel and overall sharing activity, within a specific content category. For example, Facebook generates 8% more Health sharing activity than other channels. -1% 7% 8% -5% -8% -5% -8% 4% -5% 0% -15% -40% -50% -31% 142% -35% 20% -5% -28% -64% -35% 185% 181% -64% 223% -79% 91% Arts & Entertainment People & Society Health Food & Drink Home & Garden Sports Beauty & Fitness News Shopping
- 7. 2% 5% 18% 14% 10% 2% 8% 1% -1% 4% 10% 29% 8% 1% 10% 8% 3% -7% -3% -6% -19% -8% -4% -5% -7% -2% 3% 7 CategorySharing Index*by Device Mobile is a popular outlet for sharing Health content– smartphones and tablets are used +29% and 18% more often, respectively. *Index represents the relative difference between sharing activity on a specific device and overall sharing activity, within a specific content category. For example, smartphones generate 4% more Arts & Entertainment sharing activity than other devices. Arts & Entertainment People & Society Health Food & Drink Home & Garden Sports Beauty & Fitness News Shopping
- 8. 8 ShareThis uses large-scale social data to deliver breakthrough insights, audience building and advertising solutions across mobile and desktop environments. Every day millions of consumers use ShareThis to share content across multiple devices and more than 120 social channels including Facebook, Twitter, LinkedIn and Pinterest -- giving the company unrivaled visibility into online social behavior. The company works with 50+ of Advertising Age's 100 leading national advertisers and is based in Palo Alto, Calif. ABOUT US We Make Social Data Actionable For further inquiries, please contact pr@sharethis.com