ShareThis has released results from its Q2 2014 Consumer Sharing Trends Report, looking at sharing behavior across social channels on desktop and mobile devices. It found that mobile sharing is “dramatically” outpacing desktop sharing with sharing from smartphones and tablets growing over 30% compared to a 5% decline in desktop sharing.
Twitter and Pinterest in particular are seeing some major mobile usage. Half of Facebook sharing is on mobile, according to the report, compared to 75% of shares on Pinterest and Twitter. Pinterest users are more active on tablets, and Twitter users are more active on smartphones, it finds. Android users are more active on Facebook, while iOS users are more active on Pinterest and Twitter.
The report also provides an interesting look at the different types of content categories that are shared more on different platforms. For example, more political and parenting content is shared on Facebook, while Twitter sees more business and sports content. Pinterest is unsurprisingly very shopping oriented.
“Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users,” says ShareThis’ Kurt Abrahamson. “Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.”
You can see which social channels are driving the most referrals in this recent report from Shareaholic.
Images via ShareThis