52% of social sharing actions occurred on a mobile device during the first quarter of this year, reveals ShareThis in a new report. Mobile took the lead on the back of a quarter-over-quarter growth rate in sharing that was more than twice as high as desktop’s (28% vs. 11%).
While the iPhone (25%) remained the top mobile device used for sharing, Android smartphones (17%) narrowed the gap. Meanwhile, the report also notes some trends in the social channels used for sharing:
- Twitter (+43%) saw the fastest growth rate in Q1 sharing, with most activity by 31-35-year-olds
- Sharing to Reddit (+25%) also grew quickly, with the heaviest activity in the 18-30 age group
- Sharing to Facebook (+14%) and Linkedin Infographic (+12%) was led by older users (50+ and 41-50, respectively)
- After rapid growth last year, sharing to Pinterest increased by only 5% in Q1
- Email continued to decline as a social sharing channel (-25%), while content sharing growth was higher for Hispanics than for blacks and whites across Twitter, Reddit and Pinterest.
The top sharing channels, in order of overall shares, were:
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.
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