Starcom MediaVest Group Worldwide (SMG) and the ShareThis platform have launched a study of consumer behavior related to sharing.
The basis of the study is the monitoring of ShareThis, which tracks online activity with a detailed analysis of more than 7 billion clicks on the Share button on 1000 websites served by ShareThis.
The study shows how this type of promotion works in terms of increasing traffic, what content users share with each other on social networks, etc.
The share of sharing in all Internet traffic is about 10%, 31% - in referral traffic. The world leader in this area is the Facebook network, which accounts for 38% of all sharing traffic, Twitter accounts for 17%. The same amount of traffic brings links sent by email.
Facebook's share is higher in the total volume of “sharing”, which includes links to which no clicks have been made. It is 56%, which is 11% more than in the 2010 year. Twitter holds an 8% share (12% in 2010). Users click on Twitter more actively. The average number of clicks on Twitter links is 4,9, Facebook is 4,3.
Using the Share button has no viral effect. The link sent to friends, most likely, will not go unnoticed.
In terms of topics, 80% of users share links mainly on one specific topic (for example, business, politics, entertainment). The response of more than 70% of users also receives only one topic that is interesting to them.
Facebook is a leader in the exchange of entertainment and shopping links. Twitter users are more interested in business and health.
The project of the service, which would allow users to share information and links to useful resources with the click of a button, was introduced back in 2007 under the name Share2Me. Already in May, it was renamed to ShareThis and offered users, website owners and bloggers full-fledged tools (all kinds of buttons: from Twitter to My Space) for posting links to liked content on a personal page. ShareThis’s offer was rapidly gaining popularity and within a few months, according to the platform’s developers, the universal button was hosted by a thousand independent resources, which brought them 100 million views and 26 million unique users per month.