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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).
We make social data actionable.
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 -
CHANGE VS. YEAR AGO
(percent pt. change)
(as % of total activity)
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
Smartphone 62% 20.2%
Tablet 71% 13.3%
Desktop Smartphone Tablet
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
Arts & Entertainment Is The Most Social
Arts & Entertainment sharing is
driven by TV & Video content,
followed by Music & Audio and
The News category saw a +14%
growth in Q1 2015 alone, driven by
Arts & Entertainment
People & Society
Law & Government
Food & Drink
Home & Garden
Business & Industrial
Beauty & Fitness
Computers & Electronics
Autos & Vehicles
TV & Video 31%
Music & Audio 19%
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.
-40% -50% -31%
-28% -64% -35%
10% 8% 3%
-8% -4% -5% -7% -2%
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.
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.
We Make Social Data Actionable
For further inquiries, please contact firstname.lastname@example.org