A study from the San Francisco-based digital advertising company, RadiumOne, has revealed that 80 per cent of UK mobile clickbacks evolve via ‘Dark Social’ channels, such as Facebook Messenger and WhatsApp, compared to 23 per cent of content being shared via public social networks such as Twitter and Facebook.
The company analysed the actions of 940 million global users – pinpointing the UK’s social content sharing activity – who shared content from sources where RadiumOne’s sharing software is utilised.
European managing director at RadiumOne, Rupert Staines, said: “Dark Social is a big piece of the sharing universe. This interest and intent data source is particularly powerful when it comes to mobile, where the majority of interacting with shared content is occurring. The opportunity for brands is to track, gather and activate these valuable signals to connect their owned and earned media investments with paid media effectiveness.”
RadiumOne’s worldwide figures found that ‘Dark Social’ content sharing is also popular outside the UK, with 84 per cent of all sharing is happening through this medium.