Big Data Summit: Yan Qu

Mobile vs DesktopA Sharing Study

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Yan Qu, PhDVP Data Science & Chief Scientist

Big Data Innovation Summit, Las Vegas, January 22-23, 2014 2

Social Media, Mobile, and Big Data

Big Data

Actionable Intelligence


2013 Internet Trends

Big Data Innovation Summit, Las Vegas, January 22-23, 2014

Social Media Grows in Double Digits

4


2013 Internet Trends


ShareThis Powers Social Web


Leader in Sharing & Applied Social Intelligence

Ubiquitous Sharing Platform

User shares content to their social media channel of choice via ShareThis widget

Massive Data Collection

All shared content is indexed via keywords and user is cookied by keyword categories

Ads are served to users who have shared or consumed content related to keywords

Targeted Ad Here

Social Targeting

Highly effective ad campaigns have resulted in significant traction from premium brands

Superior Monetization


Content Categorization Insights Audience

Modeling

Hadoop/HDFS framework

23+ Billion Monthly Events

Social Targeting

Data Processing Pipeline

Data Processing Pipeline


Sharing widgets across 120+ social channels

Widget Stats for October 2013


Mobile vs Desktop – a Sharing Study

81.6%

17.9%

0.6%

Desktop

Mobile

• On which devices are people most social?• How do people utilize social channels across their various devices?• What kinds of content do people share on desktop vs mobile?• When are people most social throughout the day on desktop vs mobile?• Which devices generate the most influential shares?

30 days - June 20134.9 billion desktop activities1.2 billion mobile web activities


Mobile Web is Twice as Social as Desktop

Desktop Mobile0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

4.10%

7.70%

Social Sharing as a Percentage of Total Activity


iPhone is the Most Social Device

iPhone Android Blackberry Mac PC iPad0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%12.4%

7.4%6.3%

5.0%3.9% 3.4%

Social Rate on Devices

All desktop

All mobile

Users are 3x more likely to share content via their iPhone vs their desktopUsers are 1.5x more likely to share on their iPhone vs all other mobile devices


iPhone Generates the Most Influential Shares

Users are 14x more influential compared with the network averageMobile devices in general are more influential than desktop devices

iPhone iPad Android Mac Blackberry PC -

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

14.1

3.1

1.2 1.0 0.8 0.7

Influence = # of clicks generated by a share


Facebook, Twitter and Pinterest Dominate Sharing on Mobile

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Facebook domains sharing on both mobile and desktopPinterest is three times more represented on mobile than on desktopTwitter is twice more represented on mobile than on desktopEmail sharing is mostly on desktop

56.5%

9.6%

6.0%

5.0%

4.8%

4.1%

3.4% 10.6%

Desktop

FacebookEmailTwitterPinterestRedditTumblrBloggerOther

60.3%

0.1%

13.6%

18.9%

1.0% 1.3% 1.6% 3.2%

Mobile


iPhone Users Share More on Facebook, while iPad Users Share More on Pinterest

15

Facebook represents 66% of total sharing on iPhonesPinterest accounts for almost 50% of sharing on iPad

66.4%

15.8%

14.2%

1.4% 0.7% 0.6% 0.5% 0.4%

iPhone

Facebook

Twitter

Pinterest

Stumbleupon

Blogger

Tumblr

Reddit

Other

17.1%

15.7%

48.2%

4.7%

4.4%3.9%

2.7% 3.2%

iPad


iPhone Users Share on Family, Entertainment, Health on Facebook, while iPad Users Share More on Food, Fashion, Home& Garden

Family Entertainment Health Technology Government Food & Drink Fashion & Beauty

Home & Garden Fitness0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Shared Content Percentage via Facebook on iPhone Shared Content Percentage via Pinterest on iPad


Usage During the Day

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%

desktop

mobile

Consistently high between 9am – 3pm

Going up through the day, peak at 8pm


Mobile Contribution during the Day

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 20%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

desktopmobile

Time of Day

Proportionally, more mobile at wakeup time and bed time


Evening Most Social for both Desktop and Mobile Web

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 -

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

Desktop social

Mobile social

Social volumes peaking at 8pm for both platforms


Facebook, Twitter, Pinterest Consistently High on iPhone

20


Pinterest Dominates Usages at Night on iPad

21


What does it Mean for Marketers?

• Convergence of mobile and social, mobile strategy should include social & social strategy should include mobile

• Mobile is social, so reaching out to users during mobile moments can generate more influential social value

• iPhone users are most social and influential, so facilitate the use of the devices efficiently to drive social engagement

• Deliver messages catering to consumers’ interest on device with the right channel to drive engagement, e.g., family and entertainment via Facebook on iPhone; food, fashion, and home & garden via Pinterest on iPad.

• Prime time to reach consumers is around 8pm, when they are both social and mobile


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THANK YOU!

Big Data Summit: Yan Qu

Social Media

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