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The Psychology of Sharing: Why do People Share Online?
The Psychology of Sharing: What Is This Study About?




A first-of-its-kind inquiry
into the motivations behind why we share


                                                         Understanding the motivational

                                     forces behind the act of sharing will help marketers

                                                                get their content shared
Why do consumers share content online?




    What motivates   Are there distinct      How can
     consumers to      personalities      understanding
    share content?     with different      why people
                       motivations?         share help
                                           advertisers?
Overview




Methodology   Motivations   Online Sharing   Key Guidelines   Consumer
              for Sharing     Personas        for Getting     Categories
                                                 Shared
Methodology




We worked with Latitude
Research to conduct a
three-phase study to
understand why people
share content online
Methodology


PHASE




Ethnographies
●In-person interviews in New York,
Chicago and San Francisco
Methodology



 PHASE




Immersion/Deprivation
●One-week sharing panel
Methodology
     Methodology



 PHASE




Quantitative Survey
●Survey of 2,500 medium/heavy
online sharers
●Conducted segmentation to identify
main types of sharers
SHARING CONTENT IS NOT NEW
In the past, people shared at lunch
with their girlfriends when they saw
someone with something cool. We still
share things when it’s relevant… we
just share more and online.


– Ethnography participant, female
Sharing is not new, it's human nature


                             Self-
                         actualization


                            Self-
                        actualization
             Love/                       Esteem
           Belonging      Esteem

                       Love/Belonging

                           Safety
                                                  Safety
                        Physiological
We now live in the Information Age

We share    From           With
 MORE       MORE          MORE        MORE        MORE
content    sources        people      often      quickly
I have a hard time imagining how much
more to-the-minute information can
become. With twitter, instant FB
updates, e-mail updates, what would
have been considered fast even five
years ago is obsolete.

– Deprivation participant, female
From Broadcasters to Sharecasters


                             Mashing up



Receiving




            Redistributing                Creating and
                                           recreating
Combining
Sharing acts as “information management”


                            73%
                       say they process
                      information more
                      deeply, thoroughly
                       and thoughtfully        Sharing information
                      when they share it      helps me do my job.
                                              I remember products
                                                 and information
                                              sources better when
      85%                                     I share them and am
 say reading other                              more likely to use
people’s responses                                    them.
    helps them
  understand and                           – Deprivation participant, male
process information
    and events
MOTIVATIONS FOR SHARING
To bring valuable and entertaining content to others



                             49%
                        say sharing allows
                          them to inform
                        others of products
                       they care about and
                        potentially change
                            opinions or
                         encourage action

       94%
 carefully consider
      how the                                [I share] to enrich
 information they                            the lives of those
share will be useful                             around me.
  to the recipient                              - Immersion
                                             participant, female
To define ourselves to others




             68%
          share to give
         people a better
        sense of who they
          are and what
         they care about


                                   I try to share only
                            information that will reinforce
                             the image I’d like to present:
                              thoughtful, reasoned, kind,
                               interested and passionate
                                  about certain things.
                        - Deprivation participant, male
To grow and nourish our relationships



        78%
  share information
online because it lets
them stay connected
 to people they may                                       73%
  not otherwise stay                                 share information
    in touch with                                     because it helps
                                                    them connect with
                                                     others who share
                                                       their interests
                  I miss the companionship and
                   conversations on Facebook.
                 I feel like I’m probably missing
                 out on some things without the
                            connection.

                 - Deprivation participant, male
Self-fulfillment



       69%
        share
     information
   because it allows
  them to feel more
involved in the world




                     I enjoy getting comments
                    that I sent great information
                 and that my friends will forward
                     it to their friends because
                           it’s so helpful. It
                      makes me feel valuable.
                - Ethnography participant, female
To get the word out about causes or brands



                                                  84%
                                                share because
                                           it is a way to support
                                           causes or issues they
                                                  care about

       I forwarded an article
       about Proposition B to
      Everyone in my union. I
    wanted them to learn about
   the issue and rally against it.
- Ethnography participant, male
Sharing is all about relationships
6 PERSONAS OF SHARERS
Six personas of online sharers



   1
Altruists                            5                      SEGMENTS ARE
                                 Connectors                 DEFINED BY:
                                                           ● Emotional
                  3                                          motivations
                Hipsters
                                                           ● Desired
                                                             presentation of
                                                             self
                                                 6         ● Role of sharing
                                              Selectives     in life
       2                                                   ● Value of being
   Careerists              4                                 first to share
                    Boomerangs
Altruists




   I sent a couple of articles on
 nutrition and wellness to a friend
 with health issues. She e-mailed
 me to thank me; she appreciated
that I had been thinking about her.
   – Ethnography participant, female
HELPFUL   RELIABLE   E-MAIL   THOUGHTFUL   CONNECTED
Careerists




I share [things related to] business
  interests and exchange ideas on
   how to improve our company’s
     offerings to our customers.
   - Immersion participant, male
LINKEDIN   VALUABLE   INTELLIGENT   NETWORK
Hipsters




Sharing is actually part of who I am.
   – Deprivation participant, male
LESS LIKELY TO E-MAIL
CUTTING EDGE
CREATIVE
IDENTITY
YOUNG
POPULAR
Boomerangs




When I post controversial things,
 it makes me look engaged and
  provocative, and I want to be
  perceived that way. If I don’t
   get a response then I know
      I’ve missed my mark.
 - Ethnography participant, male
BOOMERANGS
REACTION   VALIDATION   EMPOWERED   TWITTER   FACEBOOK
Connectors




 I got a deal to the bar at the
 Gansevoort Hotel e-mailed to
 me. I forwarded it to a bunch
of friends and we turned it into
        a girls night out.
 – Ethnography participant, female
CONNECTORS
CREATIVE   RELAXED   THOUGHTFUL MAKING PLANS   E-MAIL   FACEBOOK
Selectives




I only share things with someone
specific if I think they will enjoy
 it. If they aren’t relevant to the
   material, there is no point in
        sharing it with them.
   – Immersion participant, male
RESOURCEFUL   CAREFUL   THOUGHTFUL   INFORMATIVE   E-MAIL
KEY GUIDELINES FOR GETTING
     CONTENT SHARED
Appeal to consumers’
motivation to connect
with each other — not
just with your brand
Trust is the
cost of entry for
getting shared
Keep it simple...
and it will get
shared… and it
won't get muddled
Appeal to their
sense of humor
Embrace a
sense of
urgency
Getting your
             content shared
             is just the
             beginning



Get shared      Get shared    Listen   Get credit for    Respond
                  again                 responding
E-mail is still #1
CATEGORY SEGMENTATION


                                               Finance




                                  Technology
          Retail &
          Fashion




Travel
                     Entertain-
                       ment
For more information on this study and how it 
impacts your brand, please contact Brian Brett: 
          brian.brett@nytimes.com.

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The Psychology of Sharing: Why do People Share Online?

  • 2. The Psychology of Sharing: What Is This Study About? A first-of-its-kind inquiry into the motivations behind why we share Understanding the motivational forces behind the act of sharing will help marketers get their content shared
  • 3. Why do consumers share content online? What motivates Are there distinct How can consumers to personalities understanding share content? with different why people motivations? share help advertisers?
  • 4. Overview Methodology Motivations Online Sharing Key Guidelines Consumer for Sharing Personas for Getting Categories Shared
  • 5. Methodology We worked with Latitude Research to conduct a three-phase study to understand why people share content online
  • 8. Methodology Methodology PHASE Quantitative Survey ●Survey of 2,500 medium/heavy online sharers ●Conducted segmentation to identify main types of sharers
  • 10. In the past, people shared at lunch with their girlfriends when they saw someone with something cool. We still share things when it’s relevant… we just share more and online. – Ethnography participant, female
  • 11. Sharing is not new, it's human nature Self- actualization Self- actualization Love/ Esteem Belonging Esteem Love/Belonging Safety Safety Physiological
  • 12. We now live in the Information Age We share From With MORE MORE MORE MORE MORE content sources people often quickly
  • 13. I have a hard time imagining how much more to-the-minute information can become. With twitter, instant FB updates, e-mail updates, what would have been considered fast even five years ago is obsolete. – Deprivation participant, female
  • 14. From Broadcasters to Sharecasters Mashing up Receiving Redistributing Creating and recreating Combining
  • 15. Sharing acts as “information management” 73% say they process information more deeply, thoroughly and thoughtfully Sharing information when they share it helps me do my job. I remember products and information sources better when 85% I share them and am say reading other more likely to use people’s responses them. helps them understand and – Deprivation participant, male process information and events
  • 17. To bring valuable and entertaining content to others 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action 94% carefully consider how the [I share] to enrich information they the lives of those share will be useful around me. to the recipient - Immersion participant, female
  • 18. To define ourselves to others 68% share to give people a better sense of who they are and what they care about I try to share only information that will reinforce the image I’d like to present: thoughtful, reasoned, kind, interested and passionate about certain things. - Deprivation participant, male
  • 19. To grow and nourish our relationships 78% share information online because it lets them stay connected to people they may 73% not otherwise stay share information in touch with because it helps them connect with others who share their interests I miss the companionship and conversations on Facebook. I feel like I’m probably missing out on some things without the connection. - Deprivation participant, male
  • 20. Self-fulfillment 69% share information because it allows them to feel more involved in the world I enjoy getting comments that I sent great information and that my friends will forward it to their friends because it’s so helpful. It makes me feel valuable. - Ethnography participant, female
  • 21. To get the word out about causes or brands 84% share because it is a way to support causes or issues they care about I forwarded an article about Proposition B to Everyone in my union. I wanted them to learn about the issue and rally against it. - Ethnography participant, male
  • 22. Sharing is all about relationships
  • 23. 6 PERSONAS OF SHARERS
  • 24. Six personas of online sharers 1 Altruists 5 SEGMENTS ARE Connectors DEFINED BY: ● Emotional 3 motivations Hipsters ● Desired presentation of self 6 ● Role of sharing Selectives in life 2 ● Value of being Careerists 4 first to share Boomerangs
  • 25. Altruists I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her. – Ethnography participant, female
  • 26. HELPFUL RELIABLE E-MAIL THOUGHTFUL CONNECTED
  • 27. Careerists I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers. - Immersion participant, male
  • 28. LINKEDIN VALUABLE INTELLIGENT NETWORK
  • 29. Hipsters Sharing is actually part of who I am. – Deprivation participant, male
  • 30. LESS LIKELY TO E-MAIL CUTTING EDGE CREATIVE IDENTITY YOUNG POPULAR
  • 31. Boomerangs When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark. - Ethnography participant, male
  • 32. BOOMERANGS REACTION VALIDATION EMPOWERED TWITTER FACEBOOK
  • 33. Connectors I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out. – Ethnography participant, female
  • 34. CONNECTORS CREATIVE RELAXED THOUGHTFUL MAKING PLANS E-MAIL FACEBOOK
  • 35. Selectives I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them. – Immersion participant, male
  • 36. RESOURCEFUL CAREFUL THOUGHTFUL INFORMATIVE E-MAIL
  • 37. KEY GUIDELINES FOR GETTING CONTENT SHARED
  • 38. Appeal to consumers’ motivation to connect with each other — not just with your brand
  • 39. Trust is the cost of entry for getting shared
  • 40. Keep it simple... and it will get shared… and it won't get muddled
  • 43. Getting your content shared is just the beginning Get shared Get shared  Listen Get credit for  Respond again responding
  • 45. CATEGORY SEGMENTATION Finance Technology Retail & Fashion Travel Entertain- ment