Business DayMedia & Advertising

December 14, 2011, 5:16 pm

Online Sharing: The How, What and When of 2011

It’s Wednesday. That means it is the most popular day for users to share on the Web.

The most popular time? 9:30 a.m. Eastern time.

Those are just some of the findings about what links people share, and how and when they share them, based on the data gathered by Clearspring’s AddThis, which provides sharing tools and analytics on 11 million domains from publishers to e-commerce sites.

For the second year in a row, Facebook dominates the Web with 52.1 percent of all sharing taking place on its platform, up from 44 percent during the same period last year, according to Greg Cypes, director of product for Clearspring. He outlined the study’s findings on the AddThis Blog.

Twitter accounted for 13.5 percent of sharing actions, up 576.9 percent this year. While sharing on Tumblr is in the single digits, it grew 1,299.5 percent this year, the study showed. Sharing also increased on two other sites, StumbleUpon and Address Bar. For Google+1, sharing grew by 373 percent this year but has hit a plateau, Mr. Cypes said.

The study found that sharing continued to decline for Digg and MySpace.

Mr. Cypes said one reason that Facebook’s sharing volume was significantly higher was that it included the “Like” action as well as instances in which a user would share or send a link, an update, a photo or a piece of content. “People are ‘Liking’ stuff all the time,” he said. “A Facebook share is much more impactful for driving traffic.”

Sharing via mobile devices grew six times this year, he said, with sharing on the iPad growing almost 600 percent and surpassing sharing on the iPhone last summer.

He said that the analysis also looked at the most shared events in 2011. It showed that 20 percent of shares using AddThis were about Osama bin Laden and took place on May 1, the day he was killed, and May 2.

Other major events on the list included the earthquakes that rattled the East Coast in August, the earthquake and tsunami in Japan, the royal wedding and Hurricane Irene. The Occupy Wall Street protests, Steve Jobs’s death and the Kim Kardashian divorce also made the list.

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