Six in ten (63%) online consumers in Australia indicated that in the past month they have shared some type of content on social media sites. The findings come from a new poll of 18,150 respondents across the globe, of which Australia was part. The study was conducted by Ipsos, the world’s largest third largest market and opinion research firm, through its global innovation centre, Ipsos OTX.
The most popular shared item found in the poll is pictures, as four in ten (41%) indicate they have shared pictures online in the past month. Following next are: ‘my opinion’ (35%), a ‘status update of what/how I’m doing’ (28%), ‘links to articles’
(23%), ‘reposts from other people’s social media posts’ (23%), ‘something I like or recommend, such as a product, service, movie, book, etc.’ (21%),‘links to other websites’ (21%), ‘‘status update of what I’m feeling’ (15%), ‘news items’ (14%), ‘video clips’ (11%), ‘plans for future activities, trips, plans’ (10%) and ‘other types of content’ (8%).
While other consumers from countries such as Turkey (93%), Mexico (89%), Brazil (88%), India (88%), Indonesia (88%), Argentina (86%), South Africa (86%) and
China (85%) were most likely to indicate they have shared any content online in the past month, Australian social media sharing was more similar to countries such as the United States (60%), Canada (59%) and Great Britain (55%).
Insight from recent Digital Communities report recently released by the Ipsos Mind &
Mood team in Australia might shed some light as to why this is lower than other countries. The report notes that attitudes towards social media are polarizing, with more and more Australians admitting a sense of ‘connection’ fatigue and some scaling back their usage of social media as a result.
“Technology, devices and social media have become hot topics in our research with everyday Australians. Many are starting to question the role devices, ubiquitous connection and social media play in their lives,” says Laura Demasi, research director of The Mind & Mood Report.
“Many people tell us about the negative experiences they’ve had on social media, such as the ramifications of accidently over sharing or arguments arising from ill-considered comments. Some report feeling uncomfortable about exactly who can see what, while others complain that social media is time consuming and addictive. I think we are seeing the beginning of a new phase in how people use and relate to the online and social media world.”
As for demographics, Australian results indicated that those under the age of 35 (80%) are most likely to share any type of content on social media sites, in particular when compared with those aged 35 to 49 (58%) and those 50 to 64 (46%).
Consistent with global findings, women (69%) appear somewhat more likely than men (57%) to have shared some content in the past month. Those with a high level of education (68%) are somewhat more likely than both medium (64%) and low
(59%) levels of education and income also appears to be an influencing factor: high income (70%), medium income (60%), low income (62%).