According to an extensive study from The New York Times on the psychology of sharing, consumers have 5 basic motivations for sharing content online:
1. To bring valuable and entertaining content to others:
Half of consumers (49%) said sharing content “allows them to inform others of products they care about and potentially change opinions or encourage action.”
2. To define ourselves to others:
68% of respondents believe they define themselves through social sharing, saying they “share to give people a better sense of who they are and what they care about.
3. To grow and nourish relationships:
3 out of 4 respondents share content online to “stay connected to people they may not otherwise stay in touch with” (78%) or “connect with others who share their interests” (73%).
4. For self-fulfillment (i.e. feeling more involved and connected to others):
A total of 69% consumers reported that sharing information online “allows them to feel more involved in the world.”
5. To get the word out about causes or brands:
And finally, a whopping 84% of respondents said they share content to “support causes or issues they care about.”
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