A new report by Facebook Strategic Preferred Marketing Developer Adobe shows that people may be moving away from Facebook’s public content sharing methods in favor of more private methods, such as messaging.
Adobe’s latest Mobile Benchmark Report shows that, among digital magazine publishers, Facebook sharing on mobile is down 42.6 percent year over year, while sharing via iMessage has risen 259 percent. Sharing through Pinterest rose 131 percent in that time period.
Tamara Gaffney, Principal Analyst for Adobe Digital Index, talked with Inside Facebook about how people seem to be preferring more private methods of sharing via mobile than Facebook:
Facebook, to a certain degree, is a victim of its own success. We have so many friends from all walks of life in it. The fact that all of the interactions going on between mobile devices and Facebook are having problems with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing. If you’re a media company, that’s a problem. All that sharing is how you get traffic. You want sharing to happen on Facebook because Facebook is broader and you’re more likely to get more people clicking through an article.
Gaffney noted that as users acquire more and more friends, something that person shares probably won’t be relevant to 100 percent of their connection base. By sharing a story through a program like iMessage, it assures that only the intended audiences sees the content. While expert users know to create friend lists, it can be a confusing process on mobile.
Though Facebook talks about being a mobile company, Adobe also found that most referrals from the site still come from desktop.
Adobe’s study shows that 60 percent of Facebook referrals come from PC, while only 25 percent come on a smartphone. That figure is third to Twitter and Pinterest.
Facebook is doing better with the average revenue per visit to retail sites, especially on tablets, where the average tablet user generated $1.55 when they were referred to a retail site from the social network. Tumblr paced the field in terms of RPV on tablets, with $2.57.
Readers: Do you now prefer to share via more private channels, when you’re on mobile?
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