According to a research conducted by the social customer management and tools company Gigya, to analyse the social sharing trends around the world, Pinterest is growing steadily and might become as big as Facebook and Twitter, which currently dominate the social networking market.
Although Facebook and Twitter still lead the ‘maximum number of shares’ list, the photo-sharing network with over 70 Mn active users, has become the top sharing destination for eCommerce.
Facebook, Twitter and Pinterest together got 91% of the total user shares across networks. According to the data, Facebook’s sharing activity declined as a percentage of whole, as compared to Q2 2013, which could be attributed to the rise in Pinterest and Twitter shares percentage.
Even though Facebook still has the maximum share of social networking activity by Media and Publishing houses, surprisingly Pinterest is becoming the destination for sharing activity for eCommerce companies and apps. This could be attributed to Pinterest’s recently released API that enables eCommerce companies to showcase their most popular pins on their own websites and mobile apps.
But for other above shown categories, Facebook continues holding the lion’s share. For consumer brands, Facebook and Pinterest saw a rise of 5% and 9% in sharing activity in proportion to the total. But in travel/hospitality and education/non-profit, Twitter and Pinterest are falling way behind Facebook.
According to the demographics data, Pinterest sharing is closely following Facebook in North America. Pinterest’s rising growth could be because of its high penetration in this continent. Whereas Facebook and Twitter hold their grounds in rest of the world.
In Europe, Twitter is at the edge of tipping Facebook off. And at the same time, Twitter is trying to expand its user base into the developing markets by introducing offline Twitter in these countries. And once this is implemented, Pinterest shares might fall, as unlike Twitter and Facebook it can’t tap into the offline USSD sharing potential, due to its picture sharing format, which could play a major role in developing nations where Internet penetration isn’t high. So it will be interesting to see how Q1 2014 will turn out for these social media giants.
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