It shows some interesting nuggets about what we share and—more importantly — which platforms we use to share our information.
The report provides insight into consumers’ social sharing behavior including data on peak sharing times, the top social networks used for sharing and engaging with content, and the most viral content.
Analysis of interactions across the network are split into categories including entertainment, sports, and politics and includes the most shared content, peak sharing times, and most engaged states within those categories.
This quarter, Malaysian Airlines Flight MH370 dominated our feeds, closely followed by the Golden Globe Awards and the Sochi Olympics.
Facebook accounted for 26 percent of all social sharing. Address bar sharing, which is cutting and pasting of URLs, followed with 21 percent, Facebook Like actions at 15 percent and Twitter at 11 percent.
Use of desktop computers continues to decline with a decrease of 17 percent Year on Year (YoY). Mobile and tablet usage accounts for 35 percent of sharing and engagement, but the majority of content sharing and engagement occurs from a desktop computer.
Content that grabs the reader’s attention and generates an emotional reaction triggers the most engagement. Here are the top articles and images shared in the US this quarter.
Interestingly, we share different genres at different times of the day. The graphic shows that we tend to share entertainment related content at 2-3pm EST, whilst sports related content is shared during the morning hours of 11am-12pm EST.
Normalized for population differences, the three most engaged states for entertainment content were, in rank order, California, New York and Texas. These states also have the highest propensity to share sports related content.
California, Pennsylvania and Washington D.C., were, in rank order, the areas of the US most engaged with political content.
But Facebook does not beat all of the other platforms across all topics. We tend to share food related content around lunchtime (11am –12pm EST). But we prefer Pinterest for our food related content. 46 percent of food related items get shared there.