San Francisco based mobile optimisation company Moovweb analyzed mobile user behaviour across 61 million mobile sessions. It wanted to find out whether any one used social sharing buttons on their mobile devices.
The company found that only 0.2 percent of of users on mobile devices ever click on a social sharing button. That means that 99.8 percent of mobile users do not share using the buttons.
Before brands get too concerned, these findings do not reflect behaviour across all mobile device usage. The report covers social button clicks from the web. As apps get more sophisticated and available across platforms, we use these apps to access the social sites instead of using a browser.
Logins also pose a challenge according to Moovweb. The challenges of logging in on a mobile device is still clunky and cumbersome.
OAuth goes some way to alleviating this problem but not every site users the technology as they want to keep their own data for themselves.
Without a login, you can not use sharing buttons. Without a login, data capture often is meaningless to brands.
Until brands come up with smart ways to capture data using other fields such as hardware, or location this problem is not going to go away.
Perhaps engagement could be better served if brands invested time creating more intelligent ads instead.