UK consumers first in the world to share more on mobile than desktop

New research conducted by RadiumOne has revealed that European countries such as the UK and France are ahead of the US in sharing more information via mobile platforms instead of desktops.

The data reveals that mobile sharing in the UK reached over 50% in May, with desktop sharing accounting for only 32% of sharing in August.

In the US, peak mobile sharing only overtakes desktop (51%) on one day a week, with desktop the usual platform to share during the working week. Canada is just ahead of the US, with weekends in August seeing mobile sharing reach 55%.

RadiumOne predicts North America will embrace mobile sharing by next year however, and will be the preferred choice to desktop.

Rupert Staines, MD UK and Europe at RadiumOne, commented: “Despite what feels like years of analysts and businesses telling us that the mobile reigns supreme as the social and internet platform of choice, our data shows that it’s only in the last few months that real-life consumer behaviour has caught up with these expectations in major western markets. Meanwhile, the rest of the world is still using desktops and laptops for the majority of their sharing.

“While these figures are interesting of themselves in showing changing consumer behaviours, the impact for brands and marketers is potentially massive. Mobile is now a well-established platform, but many brands are not using mobile to its full potential. Audiences are demonstrating their interests and purchasing intent on mobile. It’s vital for companies to invest in their mobile content and start tracking mobile sharing behaviours to discover actionable customer insights, including the products, content and topics that interest them most, in order to deliver more relevant, real-time targeted communications.”

The research highlights the ever-increasing necessity of companies not yet mobile-ready to adapt and do so as soon as possible. Those companies who do not optimise their sites for mobile will be passed-over by vistors, and will lose potential customers as a result.