Visit a lot of mobile websites and you’ll see precious screen space dedicated to social sharing buttons, imploring users to share the content on Facebook, Twitter, Pinterest or other social networks.
At first this seems like a good design choice: social media usage on mobile is huge. Pinterest relies on mobile browsers for 64% of its referred traffic. And overhalf a billion people access Facebook solely through mobile – a 78% year-over-year increase. Overall, sixty percent of the time consumers spend on social media is on mobile.
But how often are these mobile social media users pinning, tweeting, liking and sharing from the share buttons on mobile sites?
At Moovweb, we power over 250 mobile experiences. Many of our customers are in the eCommerce space. We studied a subsection of our customers’ data and discovered mobile sharing buttons aren’t getting much use: Only 0.2% of users ever click on a mobile sharing button. Mobile users click the sharing buttons 35% less often than they do on the desktop.
Social Sharing on Mobile
The first question we asked was: on average, how many site mobile users do any kind of social sharing, via any social platform?
Across the over 61 million mobile sessions we studied, we found that only 0.2% of mobile users do any social sharing.
This is very, very low usage: Mobile users actually are 11.5 times more likely to tap an advertisement than they are to tap on a social sharing button.
This engagement is also much lower than what we saw in desktop sessions. For a subset of sites we analyzed, we found that people were 35% less likely to tap on a sharing button when they accessed a site via mobile versus via desktop.