Unless you are the rare communications Luddite who shuns social networks or hides from all forms of marketing or media, chances are you have reacted to messaging at some point in your life. A reaction could include voting for a candidate in an election, buying a product, or simply clicking on a link to watch a video or read a post – and let’s face it, you probably clicked on a link to find this article.
A study by The New York Times Customer Insight Group surveyed people to understand their motivations for sharing information online. Most people (93%) suggested they think carefully about how useful information is before sharing it. This consideration is in large part due to the fact that when people share online, it is more about themselves than it is about their recipients. According to the study:
84% share because it is a way to support causes or issues they care about
78% share information online because it lets them stay connected to people they may not otherwise stay in touch with
69% share information because it allows them to feel more involved in the world
68% of people share to give people a better sense of who they are and what they care about