Customer Behavior and Psychology When Sharing Online Content

Which types of consumers are most likely to share online content? Why do they choose to share this information?

According to StatPro, a company specializing in database analysis, consumers who share information can be classified into six groups: hipsters, careerists, altruists, connectors, boomerangs, and selectives.

Accordingly, careerists are individuals who enjoy building professional relationships and are the group most likely to share content on networking platforms such as LinkedIn. Meanwhile, altruists are people who enjoy helping others, are trustworthy, thoughtful, and primarily use email to share content.

Selectives typically use both social networks and email to share information. They are well-informed individuals who are careful, cautious, and thoughtful in their decision-making. Hipsters, or young and energetic consumers, are the group that uses email most frequently to share information.

There are many reasons why consumers share online content, but the two most common motivations are to share valuable information and to entertain others.