Skip to: Navigation | Content | Footer

Dark Social dominates UK mobile sharing activity

The way Britons share and interact with online content on smartphones is dominated by Dark Social channels according to a new report from marketing technology firm, RadiumOne.

Author: News Desk

Posted on: 10 June 2016 06:00

Dark Social dominates UK mobile sharing activity

Rupert Staines: "Dark Social is a big piece of the sharing universe."

According to the report, over three-quarters (77%) of publishers’ or marketers’ content shared via mobile phones takes place via private Dark Social channels, such as email, text and instant messaging – versus just 23% via public social networks. When it comes to engaging with shared content, 80% of UK mobile clickbacks happen via Dark Social.

Furthermore, when looking at Dark Social sharing across all devices, smartphones account for 64% of the times people click on a link shared in Dark Social.

RadiumOne European Managing Director, Rupert Staines, said this latest research around consumer sharing behaviour further challenges brands, content creators and media buyers, to take a broader and more ROI-focused approach to how they think about “the sharing economy”.

“Dark Social is a big piece of the sharing universe. This interest and intent data source is particularly powerful when it comes to mobile, where the majority of interacting with shared content is occurring,” said Staines.

“The opportunity for brands is to track, gather and activate these valuable signals to connect their owned and earned media investments with paid media effectiveness,” he added.

Released today, the new study “The dark side of mobile sharing”, highlights the latest consumer sharing trends globally, regionally and in the specific markets where RadiumOne operates.

The paper raises a few marketing investment disconnects, says the company:

* RadiumOne’s latest figures show that globally, 84% of all sharing is happening outside of public social networks, yet according to eMarketer, over 90% of social and sharing marketing investment is going to public social networks.

* The 2016 CMO Survey shows marketers currently spend 10% of their budgets on social media and plan to double this to 20% in the next 5 years, yet;

* 40% of CMOs report a below average contribution from social media to business performance.

And confirms the increasing role of mobile:

* RadiumOne’s figures show that globally, 82% of mobile sharing is now taking place via Dark Social channels.

* 67% of all engagement with shared content is happening on mobile devices.

* 82% of Facebook’s ad revenue, or $4.5billion in Q4 2015, was generated on mobile - which was 80% of the company's total ad revenue for the quarter*

“One of the reasons for this investment disconnect is that until recently, marketers haven’t known how to harness Dark Social sharing behaviour. The many channels and platforms consumers use to share the things that matter to them, and the behaviour around this, is evolving by the day. It’s becoming increasingly complex and harder for brands to keep up with the fast pace of consumers. However, brands can harness sharing technology to allow them to take a channel and platform agnostic approach to keeping up with consumers,” said Staines.

The data sourced in this study comes from an analysis of the aggregate actions of the universe of 940 million users who share and interest with content from sources where RadiumOne’s sharing software is deployed.

Coming soon - new commenting facility.

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

News

BSME Awards - shortlist

Posted on: 12 October 2018

Stylist launch new TV panel show

Posted on: 15 October 2018

Johnston Press up for sale

Posted on: 12 October 2018

Directorship changes at Future

Posted on: 16 October 2018

CIM appoints LID Publishing

Posted on: 9 October 2018

Claverley acquires Cubiquity

Posted on: 10 October 2018

Vogue appointments

Posted on: 17 October 2018

Articles

Room for growth

Ciar Byrne
Posted on: 25 September 2018

Child’s play

Meg Carter
Posted on: 25 September 2018

From copy boy to editor

Steve Dyson
Posted on: 25 September 2018

History lessons

James Evelegh
Posted on: 25 September 2018

Buggy brilliant

James Evelegh
Posted on: 11 October 2018

Health & fitness magazines

Alan Geere
Posted on: 25 September 2018

The Leisure Principle

Tim Robinson
Posted on: 25 September 2018

Off The Page

David Hepworth
Posted on: 25 September 2018

How content is powering new digital publishing business models

Carolyn Morgan
Posted on: 25 September 2018

Mind the HIPPO

James Evelegh
Posted on: 3 October 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 22/10/2018 05:31)

Editor's Pick of Recent News Stories

Posted on: 19 October 2018
Posted on: 17 October 2018
Posted on: 15 October 2018
Posted on: 12 October 2018
Posted on: 11 October 2018

Find out more about

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide

Guide to paid-content