I've always wondered if anyone used sharing buttons on news sites and blogs
摘要
文章汇总了 GOV.UK、移动端会话分析及交互设计师 Luke Wroblewski 的数据，显示分享按钮的使用率仅在 0.2% 至 0.25% 之间。研究发现用户更习惯手动复制 URL 或使用浏览器自带分享功能，这种行为构成了大量无法追踪来源的 “暗社交”（Dark Social）流量。
荐读理由
分享按钮使用率仅0.21%（1/476访客），多数用户通过复制粘贴链接或浏览器原生分享代替，建议在AI工程创业项目中测试类似功能前先做用户行为实验验证
原文
Nobody clicks your share buttons
15 Jun 2026 at 10:50PM IST derekhanson.blog Permalink
(Via rendezvous with cassidoo.)
I've always wondered if anyone actually used the social sharing buttons embedded on news sites and (some) WordPress blogs.
Derek Hanson digs into the numbers:
The UK government ran one of the most thorough studies on this. When GOV.UK added social sharing buttons, they tracked usage for 10 weeks across 6.8 million pageviews. The share buttons got clicked 14,078 times. That’s a 0.21% usage rate, which works out to about 1 in 476 visitors. The most telling part: the feature sat in their backlog for ages because zero end users had ever requested it. In their user testing, people just copied and pasted links.
analyzed 61 million mobile sessions. Only 0.2% of mobile users interacted with social sharing at all. Visitors were twelve times more likely to click an advertisement.
Luke Wroblewski, the interaction designer and author, crowdsourced data from his readers and landed on an average of 0.25% across 18 million pageviews. Different organizations, different audiences, same number.
What do people do instead? They copy and paste URLs or use the share button in their browser.
In 2012, Alexis Madrigal at The Atlantic noticed a huge chunk of the magazine’s web traffic showing up as “direct” in Google Analytics. Those visitors weren’t typing URLs or using bookmarks. They were clicking links that someone had pasted into a text thread, an email chain, a Slack channel.
This reflects my own experience. "Direct/none" is the number one referrer on this very website.
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