Social sharing via mobile devices continues to the rise, with sharing from smartphones and tablets in Q2 growing by 19% from Q1, when they first accounted for a majority of social sharing actions (sharing of website content such as articles, photos and videos via social networks). That’s according to the latest quarterly report from ShareThis, which aside from detailing a host of interesting data related to mobile sharing, also contains some intriguing figures concerning the types of content categories that are being shared on various social networks.
The report examines 8 content categories across 3 prominent social networks, deriving an index representing the relative difference between sharing activity on those specific channels and overall sharing activity within a specific category. The results show that:
So who’s engaging in content sharing via mobile devices? Notably, some 43% of social sharing activity on tablets was driven by users aged 55 and older, whose sharing on tablets grew by 88% quarter-over-quarter. That’s less surprising than it appears on the surface: data contained in a recent MarketingCharts Debrief [download page] on Baby Boomers indicates that not only are Baby Boomers (50-69) more likely than the average adult to use a tablet on a weekly basis, but that among the tablet-using population, Baby Boomers spend more time using them than their Millennial (18-34) counterparts.
Meanwhile, the ShareThis study also notes that sharing via smartphones grew by 24% quarter-over-quarter among those aged 55 and older, while tablet (+43%) and smartphone (+22%) sharing by 36-55-year-olds each grew. Sharing growth among 18-25-year-olds was more modest.
About the Data: The analysis is based on sharing behavior across more than 120 social channels using ShareThis tools enabled on websites reaching 95% of the US online population on desktop and mobile devices.
Given that the data pertains to use of ShareThis tools, the results do not account for copying and pasting of links.
Topics: African-American, Alternative Connected Devices, Boomers & Older, Connected Device Comparisons, Financial Services, Government & Politics, Hispanic, Media & Entertainment, Mobile Phone, Online, Pharma & Healthcare, Retail & E-Commerce, Social Media, Sports, Tablet, Technology, Youth & Gen X
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