December 19, 2013 Last Updated 9:35 am

AddThis Year in Review shows Pinterest engagement growth

While sharing via Facebook still dominates, it has declined year-over-year by 11 percent globally

Press Release:

MCLEAN, Va. – December 19, 2013 — AddThis today announced findings from its 2013 Year in Review, an examination of consumer social sharing behavior around the globe powered by data from AddThis tools, which reach over 1.6 billion unique consumers monthly and 97 percent of the internet population in the U.S, according to comScore.

While sharing via Facebook still dominates, it has declined year-over-year by 11 percent globally. Meanwhile, Pinterest holds a smaller stake of global content engagement but is growing much faster than other social networks at 50 percent year-over-year. Additionally, Twitter saw a small gain in social shares of three percent year-over-year.

Taking a global look at sharing, Brazil (46 percent) and India (48 percent) are seeing the strongest year-over-year growth in social sharing and overall content engagement among the BRIC countries. The picture for China (29 percent), however, is constrained due to restrictions on internet access.

This year, Android continued its dominance of mobile sharing. Android devices represented 57 percent of all mobile sharing and content engagement globally. This is up 300 percent over the last two years vs. an iOS gain of 143 percent over the same period.

AddThis-socialAdditional examples and findings from the AddThis 2013 Year in Review include:

  • Minnesota and Colorado Pin The Most: According to AddThis data, Minnesota and Colorado share the most content on Pinterest. Other states with the most Pinterest power users include Texas, Georgia, Virginia and Washington.
  • iOS Dominates Northeast Content Engagement: While Android holds an overall advantage, iOS is holding strong in the northeast, where they dominate over Android, especially in New York and Washington. Android trends higher in the Southeast, Midwest and California.
  • PS4 Wins The Social Video Game Wars: The new console wars began this fall, and while both Microsoft’s Xbox One and Sony’s PS4 are capturing the imagination of gamers everywhere, PS4 is winning the social battle, driving 46 percent more content engagement (social shares, address bar shares, searching, emailing, printing) when compared to Xbox One.

“The unique insights from our 2013 Year in Review reflect a fast changing and dynamic environment when it comes to sharing and content engagement,” said Rich Harris, CEO, AddThis. “As our tools, services and data evolve in parallel, AddThis is uniquely positioned to help brands, marketers and other companies capitalize on these behavioral data shifts. We look forward to being on the forefront of these trends in 2014 and beyond.”

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