Analytics nightmare: 82 percent of mobile sharing is done through dark social
![](https://digiday.com/wp-content/uploads/sites/3/2014/08/darktunnel.png?w=1030&h=512&crop=1)
A new report sheds some light on the tall numbers in the murky world of “dark social.”
Globally, 82 percent of content shared on mobile is shared through messaging, email or text, according to a report released today from ad platform RadiumOne, called the “The dark side of mobile sharing.” In 2014, it was below 50 percent. Just 13 percent is shared via Facebook, and the remaining 10 percent through the other public social networks.
RadiumOne based the numbers on the actions of the 940 million people globally on the platform.
Dark social, or dark traffic, is a rising issue for publishers as they try to get a handle on traffic patterns. This is exacerbated by the adoption of secure encryption technologies by sites and services, making referral traffic harder to pin down.
Daniel Price, head of social operations at Lost Boys, said clients are trying to get their head around dark social, but the shift to building directly on platforms could make it unimportant. “By building functionality and utility into Facebook Messenger, it becomes more of a web platform than a social messaging app.”
More in Media
![](https://digiday.com/wp-content/uploads/sites/3/2024/05/gears-revenue-digiday.gif?w=439&h=277&crop=1)
Teads’ M&A rumors are firming up with a deal to merge with Outbrain
The latest installment of ad tech M&A activity is leaving some industry folks surprised.
![](https://digiday.com/wp-content/uploads/sites/3/2023/07/programmatic-advertising-digiday.jpg?w=439&h=277&crop=1)
Media Briefing: Publishers say private programmatic revenue is up – but open is a mixed bag
Publishers check in on their programmatic businesses.
![](https://digiday.com/wp-content/uploads/sites/3/2024/01/experiment-sandbox-digiday.jpg?w=439&h=277&crop=1)
Publishers’ Privacy Sandbox pauses settle into a deep freeze following reports of poor performance
Publishers aren’t ready to press play yet on dedicated Privacy Sandbox tests.