Weekly Furniture World Media Note #127 from Lance Hanish: Mobile Devices Spur Sharing Of Timely Content

Furniture World News Desk on 11/17/2014

72% of total content-sharing comes from mobile devices when a major event occurs.

In the age of social media, it's typical to first learn about a major event via social feeds. The reason why is clear—the proliferation of social and mobile facilitate the sharing of timely news.





According to Q3 2014 data from ShareThis, social media users are much more likely to share content via mobile devices after a major current event occurs. The data comes from the analysis of content shares regarding major events such as the ALS Ice Bucket Challenge, the Ferguson Riots, the Apple Launch Event and Shark Week. On regular news days, desktops account for the same amount of content sharing as smartphones—43%. Tablets aren't nearly as prominent for circulating content, driving just 11% of total sharing.

This all changes significantly once a major event occurs. Once a topic starts trending, mobile devices make up 72% of the total content sharing. This is a strong indicator that mobile devices are extremely fitting for sharing timely news.

Smartphones drive more than half of current event content sharing, while the major news stimulates significantly more shares from tablets as well.

With Facebook still leading in social network adoption, it is overwhelmingly the dominant channel for discussion about current events. Facebook sees 71% of the content shares related to major events, followed by Twitter and Reddit.

Recent studies have found that mobile interactions tend to be:

Frequent. The average smartphone user checks their device 150 times a day. Quick. Interactions on mobile devices are on average 56% shorter than on PCs. Spontaneous. The most common activities on mobile devices are much more likely to be unplanned, spur-of-the-moment interactions.

Simultaneous. Increasingly, people interact with multiple devices during the course of the day, often at the same time. In such situations, at least one of the devices is almost certainly a phone or tablet.

Actionable. A Nielsen/Google joint study found that 3 out of 4 searches on a mobile device lead directly to a visit, call, or purchase. 41% lead to a conversion, and 55% of those conversions happen within 1 hour. Mobile users are disproportionately looking for info they’ll act quickly on.

On ‘found time.’ Mobile interactions often happen in situations where users previously couldn’t be informed, connected, entertained, or productive. Users go online with their phones while waiting, on the go, away from other devices, or in physical or social contexts that push users toward short, partial-attention interactions.

It is important to understand that today’s mobile users are making shopping decisions whether away from the store or in the store. And, they are showing high levels of engagement.

Mobile in the world of integrated marketing today, is absolutely important. It is the most important aspect of your marketing strategy this year. That is why we say, MOBILENow!

For more information regarding Integrated Marketing Innovations, read Media Notes Canonical at http://www.cnasophis.com.

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Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

He can be reached at:
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