Facebook Inc (NASDAQ:FB) users are shying away from using its public content sharing method and are getting more inclined to the private methods, according to Strategic Preferred Marketing Developer Adobe’s new report. According to the report, Facebook sharing on mobile dropped 42.6% year over year, whereas sharing through message has increased by 259%. Pinterest sharing increased 131% in that time period.
Facebook mobile sharing decline
Tamara Gaffney, Principal analyst for Adobe Digital Index, during an interview with Inside Facebook, noted about how users are sticking to more private methods of sharing through mobile rather than Facebook. The social networking company is largely affected by its own success as users have so many friends from various fields over Facebook.
Presently, most of the interactions are between mobile devices and Facebook, which is problematic “with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing,” said Gaffney
This is not good for a media company, as it will want more sharing on Facebook to generate the traffic. More sharing is required on Facebook Inc (NASDAQ:FB) because of its larger base, where people are expected to click more on ads.
According to Gaffney, users keep on adding more and more friends, and whatever they share does not hold relevance for everyone in the friend list. On the contrary, sharing information over iMessage can be kept limited to only users, who are interested in the content. There is, of course, an option to create friend list over Facebook, but it can be complicated over mobile.
More referrals from desktop
Facebook Inc (NASDAQ:FB) boasts of being a mobile company, but according to Adobe most referrals from the site come from the desktop. As per the report, 60% of the Facebook referrals come from PC whereas only 25% cone from a smartphone. On the basis of referrals, Facebook stands at third-place after Twitter and Pinterest.
Facebook Inc (NASDAQ:FB) is performing good in terms of average revenue per visit (RPV) to retail sites front, primarily on the tablet. On an average, a tablet user generates revenue of $1.55 when they are referred to a retail site from Facebook. Tumblr is ahead in terms of RPV on tablets with $2.57.
In its last report, Adobe noted that tweaks made by the social networking company ensure that users see content that they wish to see, and added, “So Facebook is really rewarding people for original content, media-rich content and people are responding with some higher engagement rates.”