It’s big news, set to shock, amaze, and entertain the world.
However, since you’re now reading, you’ll almost certainly be interested in this research that looked into the clicking and sharing behaviors of social media users reading content (or not) and then sharing it on social media.
We noticed long ago that many of our followers will happily like, share and offer an opinion on an article – all without ever reading it. We’re not the only ones to notice this. Last April, NPR shared an article on their Facebook page which asked “Why doesn’t America read anymore?”. The joke, of course, is that there was no article. They waited to see if their followers would weigh in with an opinion without clicking the link, and they weren’t disappointed.
We’ve been hoping for a chance to try it ourselves, and this seemed like the perfect opportunity. Yackler had some fun with the same article and managed to fool a bunch of people.
A group of computer scientists at Columbia University and the French National Institute looked into a dataset of over 2.8 million online news articles that were shared via Twitter. The study found that up to 59 percent of links shared on Twitter have never actually been clicked by that person’s followers, suggesting that social media users are more into sharing content than actually clicking on and reading it.
“People are more willing to share an article than read it,” the study’s co-author Arnaud Legout said in a statement, Washington Post reports. “This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.”
This study looks into the psychology behind what makes people want to share content. Research conducted by The New York Times Customer Insight Grouplooked into what motivates people to share information. Just under half of the people asked in the survey said they share information on social media to inform people and to “enrich” those around them. Conversely, they found 68 percent share to reinforce and project a certain image of themselves – in a sense, to “define” themselves.