The Content Standard: Uberflip Study Details Current State of Content Marketing and Sharing

Apr 03, 2013, 14:48 ET from The Content Standard

BOSTON, April 3, 2013 /PRNewswire/ -- The following press release comes from The Content Standard.  Additional information can be found at

Recently, Uberflip released an infographic called "The State of Digital Content," which contains some valuable insight for content marketing. Key usage data from February 2010 through February 2013 was compiled from 28,176,470 unique visits using Google Analytics and their own Uberflip Metrics platform to develop the report.


The study found that mobile users now account for one-fifth of all traffic — up from 1.6 percent in 2010 — while desktop traffic has decreased. Seventy-seven percent of that traffic comes from Apple devices, but Android (16 percent) is quickly growing.

Email is no longer the dominant platform for sharing content. While it once accounted for 93 percent of content sharing in 2010, it dropped all the way to 53 percent as of February 2013. This is due to the improved communication and interaction between brands and consumers through social media, reducing the impact of mass mailing.

"The communication is increasingly two-way and spamming is no longer tolerated," says Uberflip CEO Yoav Schwartz.

Another big change is that 22 percent of users now incorporate video into their digital content, up from 6 percent three years ago.

This report points to a clear direction for the future of content marketing. First, it cements the basic rule that every brand needs a social media presence. The decline in email use is a reflection of the powerful user networks created by Twitter and Facebook and how easy they make content sharing.

It also reinforces recent arguments for brands to strengthen their mobile presence and increase video content. Look for content marketers to start making full use of Google's new "Full Value of Mobile" calculator, which is guaranteed to evolve with increased use and data.

The study also emphasizes the need to keep a finger on the tech industry's pulse — after all, the landscape needs only three years to change.

SOURCE The Content Standard