Q2 2014 Consumer Sharing Trends Report Reveals New Insights Into the Devices, Channels and Topics that Drive Social Sharing. The Consumer Sharing Trends Report analyzes consumer sharing behavior from Q2 2014 across nearly every social channel on desktop and mobile devices. When you look at mobile vs. desktop, mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%. Looking across channels, Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter. Additionally, there is a clear preference for channels based on different devices. Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter. Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users. 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. In addition to the mobile trends, we analyzed overall consumer sharing behavior and saw similar growth patterns from the first quarter of 2014. Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter. However, Facebook continues to dominate sharing activity with a total of 64% in Q2. Sharing via email continues to decline, albeit more modestly this quarter, with 0.1% decline in Q2. Channels such as Blogger and Tumblr also won out this quarter with 0.6% growth and 0.3% growth, respectively. Diversify Your Channels: The social media landscape continues to diversify, and so should your media strategies. The volume play doesn’t mean as much as it used to. Facebook may own 60% of shares, but Pinterest, Twitter, Blogger and the like have proven themselves to be powerful voice boxes for highly engaged audiences. Align Your Content: Different platforms lend themselves to different conversations. Twitter, with its fluid real-time feed, is the sensible forum for news and sports. Tablets are tactile, and the device of choice for users looking to swipe through Pins and videos. Master the characteristics of the various channels and devices, and align your media and content strategies accordingly.

1. SHARETHIS
CONSUMER SHARING
TRENDS REPORT Q2 2014
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2. Q2 2014 CONSUMER SHARING TRENDS REPORT
Analyzes consumer sharing behavior from April to June across the entire ShareThis network.
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4.5 MM UNIQUE USERS 2.5 MM SITES & APPS 120+ SOCIAL CHANNELS DESKTOP & MOBILE DEVICES
The Social Media Landscape Continues To Diversify
• Pinterest and Twitter sharing activity continue to grow, while Facebook stagnates.
• Mobile users pin and tweet 3x and 2x as often as desktop users, respectively.
People Use Different Platforms To Socialize Different Interests
• Politics and business are more likely to be shared on Facebook, via desktop.
• Twitter has become the de facto channel for sports and finance, especially on smartphones.
• Pinterest users, particular those on tablets, engage actively with fashion, home, and CPG content.
Mobile Is A Key Driver Of Social Activity
• Mobile sharing activity grew by 19% over the quarter, led by smartphones.
• Despite representing only about 30% of overall browsing activity, mobile devices drive 50% of sharing.
• People are twice as likely to share and engage with shared content on their mobile devices.
On Mobile, Ecommerce Thrives
• Users share and engage with fashion and general CPG content 20% more often on smartphones.
• On tablets, user engagement is concentrated around home supplies and food.
Certain Audiences Find Their Niche In Different Devices
• Nearly half of sharing on tablets was driven by users 55 and up.
• Smartphone sharing among African American audiences increased by 15% over the quarter.
• Similarly, tablet sharing among Hispanic audiences grew by 8%.

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PINTEREST CONTINUES TO GAIN
SOCIAL CHANNEL BREAKOUT COMPARISON TO LAST QUARTER
Together, Pinterest and Twitter stole just over 2%
of Facebook’s share of social activity last
quarter. Channels such as Blogger and Tumblr
also won this quarter, while email and LinkedIn
continue to stagnate.
64%
Of all shares were
on Facebook

4. 4
IT’S BECOMING A MOBILE WORLD
GROWTH Q1 – Q2 2014
DEVICES
Overall mobile device activity grew
by 19% since last quarter. Much of
this growth was driven by
smartphones, which experienced a
28% lift in activity this quarter.
MOBILE OPERATING SYSTEMS
Android adoption continues to
increase, while Windows Phones
are beginning to lag.

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MOBILE DRIVES SOCIAL ACTIVITY
Mobile devices represent 34% of overall browsing activity (search and page views), but drive half of social activity.
SOCIAL RATE
(sharing activity as % of total activity)
People are twice as social on their handheld devices.

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ON MOBILE, TWEETS & PINS THRIVE
SOCIAL CHANNEL ON MOBILE
Mobile users pin and tweet 3x and 2x
as often as desktop users.
Facebook, Twitter, and Pinterest
dominate the social web on mobile.
DEVICE HSARES OF CHANNEL ACTIVITY
75% of all Twitter and Pinterest sharing is now mobile (compared to 50% of Facebook sharing).

7. 7
THERE’S A PLACE FOR EVERY CONVERSATION
Users share and consume different content depending on the network they’re on. Facebook tends to be the place for
politics and family, while Twitter is the natural forum for snappy, real-time topics like news, finance, and sports.
CATEGORY SHARING INDEX* BY SOCIAL CHANNEL
*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 2% more Arts & Entertainment sharing activity than other channels.

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SOCIAL ECOMMERCE THRIVES ON MOBILE
People socialize their shopping activities more often on the go: users are 20% more likely to share and click back on
fashion and grocery content on their smartphones.
CATEGORY SHARING INDEX* BY DEVICE
*Index represents the relative difference between sharing activity on a specific device and overall sharing activity, within a specific
content category. For example: desktops generate 2% less Arts & Entertainment sharing activity than other devices.

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TABLES GAIN TRACTION WITH BOOMERS
QUARTERLY GROWTH
Tablet sharing among users aged 55+ nearly doubled since last quarter.
PORTION OF DEVICE ACTIVITY
43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop.

10. 10
MOBILE ADOPTION CONTINUES AMONG
AFRICAN AMERICAN AND HISPANIC AUDIENCES
QUARTERLY GROWTH
Overall, social engagement on mobile devices grew 13% among African Americans and6%
among Hispanics. The chart below breaks this growth out by device.

11. 11
MOBILE SHARERS ARE MORE ACTIVE IN THE
EVENINGS
Users share on their desktops throughout the day, but engage more actively
on their smartphones and tablets after 6 p.m.
SOCIAL ACTIVITY BY HOUR OF DAY

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IMPLICATIONS & RECOMENDATIONS
Go Mobile (if you haven’t already)
By now, mobile has cemented itself as a key platform in
the social web. It's never been a more critical (and
auspicious) time to develop a strong mobile strategy -
users are more social and more engaged on their
handhelds than anywhere else, making mobile a prime
foundation to amplify your messaging. However, it’s not
enough to simply diversify your media budget; taking full
advantage of mobile means understanding user
behavior across devices and aligning your messaging
and targeting efforts accordingly.
Align Your Content
Different platforms lend themselves to different
conversations. Twitter, with its fluid real-time feed, is the
sensible forum for news and sports. Tablets are tactile,
and the choice device for users to swipe through Pins
and videos. Master the characteristics of the various
channels and devices, aligning your media and content
strategies to taste.
Diversify Your Channels
The social media landscape continues to diversify, and
so should your media strategies. The volume play doesn't
mean as much as it used to. Facebook may own 60% of
shares, but Pinterest, Twitter, Blogger and the like should
be treated as powerful voice boxes for highly engaged
audiences.
Engage Shoppers In The Aisles
An unspoken and often untapped advantage of mobile
is its proclivity toward ecommerce. Users are generally
more engaged with ecommerce on devices they can
take with them to the store. Reaching these users
heightens the possibility of captivating their interests at
the peak of purchase consideration.
Know Your Audience
Certain audiences have been especially receptive to
the mobile movement, and it's not just because they're
buying more devices - they're more active and
engaged on them. Leverage mobile to amplify your
messaging with key demographics.