In a new study of social behavior across devices, ShareThis (www.sharethis.com) has revealed important insights into what people are sharing, on which devices, and the social networks they are sharing to the most.
The cross-device research compared 4.9 billion social patterns across desktop web and 1.2 billion social patterns across mobile web. Key findings include:
° The mobile web is twice as social as desktop: consumers are nearly twice as likely to click and share content on social networks through mobile devices as opposed to desktops.
° The iPhone is the most social device: users are three times more likely to share content via their iPhone versus the desktop and one and a half times more likely to share on an iPhone versus all other mobile devices.
° Sharing activity on mobile is dominated by Facebook, Twitter and Pinterest: Facebook accounts for 60 % of sharing on mobile and Pinterest is nearly three times more represented on mobile than on desktop. Most email sharing happens on the desktop but rarely on mobile.
° Facebook is the number one social channel on iPhones, but Pinterest is the number one social channel on iPads: consumers share to Facebook 66.4% of the time on iPhones compared to other channels while Pinterest is the dominating social channel on iPads with almost 50% of social activity.