Update: Social Sharing Activity Breakdown by Category and Device

Last year we put out a blog post that broke down total sharing activity by device type and vertical.  Our intention was to show the shift in engagement behavior across different site categories and devices.  However, trends change over time and we thought it was about time to submit an updated report on the most recent trends in social sharing.   Once again we’ve taken a look into the Po.st publisher network to see which channels are the most popular across our most prominent categories and device types.   If you’d like to compare to last year’s trends the previous blog post can be found here.

Dark Social Sharing:

Dark social continues to be a huge contributor to overall sharing.  Travel once again takes the top place for most dark social sharing, closely followed by Business and Political content.  Political content saw the the most drastic change, jumping from 27% dark social sharing to 92%.  People may be more interested in copying specific phrases or paragraphs to share as the election approaches.

Travel and Business continue to show strong trends towards one to one sharing.  These are categories that you wouldn’t necessarily expect to see on your Facebook or Twitter feeds.


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Dark social sharing was more prevalent than sharing through the buttons for all of the verticals in the last month.  Entertainment had the highest percentage of sharing directly to social channels.  For both iOS and Desktop dark social sharing was the most prominent, and it made up a decent portion of Android sharing at 43%.


Top Sharing Occurring Through Buttons:


Facebook once again dominated the rest of the sharing buttons out of all of the social channels.  People tend to post to Facebook the most in general, but Facebook is also one of the most commonly offered sharing buttons placed on sites.  Entertainment had the highest percentage of Facebook shares where people are most likely to share fun and interesting content they find on the web.   Email also showed a strong standing for Auto, Shopping, Sports and Travel.  Again email is a more private method of share and seems to be more popular for verticals that lend themselves more easily to 1 to 1 sharing.

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One of the most exciting things about the internet is seeing how trends shift and change over time.  While many of the sharing behaviors from last year have remained the same we’ve seen even more growth in the amount of dark social sharing that is happening across the web, and Facebook is showing even stronger numbers across the board compared to all other sharing buttons.  Interested in seeing what kind of engagement is happening on your site?  Sign up for Po.st here and keep checking into the Po.st blog for exciting feature updates and data metrics.