Thanks for Online Sharing!

For better or worse, many people like to “share” online content that catches their fancy. A study by market-research/consulting firm Chadwick Martin Bailey examines the phenomenon.

Polling online last month found 39 percent of women and 25 percent of men saying they’re “highly likely” to share online content with friends, colleagues or family members; 41 percent of women and 46 percent of men are “somewhat likely” to do this.

As you might guess, “funny videos” is high on the list of types of content people pass along.

Asked to say what sorts of content they’ve shared in the past three months, 43 percent cited that category, putting it ahead of “news articles and blog posts (e.g., CNN, New York Times, etc.)” (36 percent), “coupons/discounts” (32 percent), “music/entertainment video” (28 percent) and “advice articles and blog posts (e.g., personal or business tips, etc.)” (22 percent).

But all of these genres were trumped by “family pictures or video,” cited by 62 percent. The chart here indicates the hierarchy of motivations behind all this sharing.

When people do share, e-mail is the chief vehicle (cited by 86 percent). Barely half as many (49 percent) said they use Facebook for this purpose, and few (4 percent) use Twitter for such sharing.