Overall, identity ranked as the third-most important reason for sharing content, after wanting to entertain (44% of respondents) and wanting to educate (25%).
The report was based on data from a survey of 1,000 people in the United States. Using an abbreviated version of the Social Science Aspects of Identity Questionnaire, the researchers asked participants to rank the importance of five broad facets of identity—personal, relational, social, collective, and superficial—when they share on social media.
- 84% of respondents ranked relational identity (reflecting a commitment to a partner, family, close friends, etc.) as an important reason why they share content online.
- 63% ranked personal identity (reflecting personal values and morals) as an important factor.
- 41% said social identity (reflecting popularity, physical appearance, etc.) is important.
- Less than 10% of respondents ranked collective identity (reflecting belonging to a larger group, such as a generation, gender, religion, etc.) as being important in influencing what they share online.
For additional key insights from the report, check out the infographic:
About the research: The report was based on data from a survey of 1,000 people in the United States.
You may like these other MarketingProfs articles related to Customer Behavior:
- The Factors That Most Influence Buyers of B2B Services
- How to Build Marketing Automation Campaigns That Prompt Desired Behaviors From Your Leads
- How to Use the Awareness Stages to Nurture Leads From MQL to SQL
- Do People Trust Brands to Protect Their Personal Data?
- How to Adapt to Changing B2B Tech Buyer Behavior [Infographic]
- Meh on the Metaverse: How Americans Feel About Virtual Worlds