More than one-half of all adults in the U.S. use social media, and 84 percent of internet users worldwide between the ages of 16 and 64 use Facebook specifically. While there are some generational differences between what people share, most Facebook users seem to favor sharing funny or inspiring content. But what is the real motivation behind what people share on Facebook?
Content marketing agency Fractl surveyed more than 2,000 Facebook users to uncover the motivation behind their sharing habits. 48 percent of respondents to the Fractl survey said they shared content to entertain their friends, while 17 percent shared to express themselves on issues they cared about. Only 11 percent of people said they preferred to share something because it was useful.
Women are more likely to share content to elicit an emotional response, where men are more motivated to share content to persuade their friends. Both men and women like to share content to inform their Facebook friends about issues they feel are important.
The percentage of people who share more than once a day is pretty small. However, those who do share four times per day or more are 43 percent more likely to court controversy and 90 percent less likely to avoid political content. Overall, 52 percent of the respondents said they avoid sharing “hot-button” content.
Check out the full report for more data on how carefully people curate the content they share and how image plays into what people share.
Image on homepage courtesy of Alexey Boldin/Shutterstock.