Online Content Sharing More Popular Among Women, Youth

April 23, 2013

This article is included in these additional categories:

Asia-Pacific | Boomers & Older | Digital | Europe & Middle East | Global & Regional | Men | Social Media | Women | Youth & Gen X

Ipsos-US-Sharing-Liking-Online-Content-Apr201344% of Americans say they share or like online content that others have posted on social media and other online sites, according to survey results from Ipsos. While that’s right about the global average of 45%, certain segments of the population show a heightened tendency to share content. For example, within the US, women are about 56% more likely than men to say they share or like what others have posted (53% vs. 34%), while 18-34-year-olds are roughly 30% more likely than the average respondent to do so.

There doesn’t seem to be a clear pattern when sorting by household income level (HHI), although propensity to like or share others’ content is stronger among those with medium (48%) and high (43%) household incomes when compared with those with low incomes (35%).

There is a clear gap, though, between those who are chief income earners (39%) and those who are not (49%), as well as between those who are married (39%) and those who aren’t (51%), and between the employed (40%) and unemployed (50%).

Other Findings:

  • Across the 24 countries surveyed, women are 25% more likely than men to share online content that interests them (50% vs. 40%).
  • Compared to the global average, respondents aged under 35 are 13% more likely to share or like content (51% vs. 45%) , while those aged 50-64 are 20% less likely to do so (36% vs. 45%).
  • Respondents in Argentina (59%), Turkey (58%) and Mexico (57%) show the strongest tendencies to share others’ content, while those in Poland (18%) and Japan (22%) are the least likely to do so.

About the Data: The Ipsos data is based on a weighted sample size of 12,000, from an online survey conducted in late 2012 across 24 countries, with adults aged 18-64 in the US and Canada, and 16-64 in all other countries. The US data is based on a sample size of 500.

The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.

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