The New York Times just completed a study called “The Psychology of Sharing”, which examined how and why people share content online
What do you think the most popular avenue for sharing content online is?
The New York Times recently completed a study called “The Psychology of Sharing”, which was executed to determine why people share online.
According to Denise Warren, senior vice president and chief advertising officer at the New York Times Media Group and general manager of NYTimes.com, “As online sharing continues to grow as a tool for marketers, we saw an opportunity to add value to the conversation, by studying why people share online.”
The study surveyed 2,500 individuals who consider themselves medium-to-heavy content sharers.
David Kaplan recently covered the study’s findings in a post at paidContent.org. The findings of the study may surprise social media aficionados and tech-savvy Internet users, as email remains to be the most popular method for sharing.
As Kaplan puts it, “the study reminds the technological elite, despite appearances, not “everyone” is on Facebook, and Twitter is still mostly the province of media and tech people.”
It’s also important to remember that email is not new to the online environment. People have utilized it for years as a personal and secure medium for all types of communication. That perception has seemed to not change.
According to Kaplan, the study said content shared on social media is about “serendipity”. Social media users may stumble upon shared content by chance that they really enjoy. There is also the possibility that users will miss a lot of shared content by the shear volume of shared materials within their social networks. Email is different, and as Kaplan stated, “Email is something that definitely will get seen and therefore, produce a specific response.”
Other findings found the study include:
-94% of respondents reporting considering how useful a link would be to other users before posting it.
-68% share to show others the type of things they are interested in.
-73% share content as a way to find people with common interests.
Do you often share content? If so, what are your main motivations in doing so? I’d love to read your insight in the comments section below.