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BizReport : Social Marketing : September 24, 2014

Report: The sharing, buying connection

Turns out sharing via social media has a strong connection to later purchases, at least for one demographic. Researchers with ShareThis have found that for Millennials sharing and buying are very closely linked.

by Kristina Knight

For the past few years brands have been looking for a link between social networking and purchase path. Several studies have shown that social networks are on the path, but one new report directly links social sharing and buying. According to ShareThis, Millennials who share about products via their social networks are twice as likely to then purchase the products.

Some interesting takeaways from the report include:

• Millennials are 3.6 times more likely to share content via social networks
• Millennials are 2.3 times more likely to 'click back' to shared content
• 47% of Millennials share political content
• 37% share family/parenting information

As for how they share, Millennials are most likely to be found using smartphones (49%) to connect with social networks or desktop (39%); only about 12% use tablets to logon to their social networks.

"We've found that millennials' online behaviors are far more reflective of their transition into adulthood than is often thought. For example: family and politics-neither of which tend to be associated with the millennial mindset-actually happen to be their most actively shared topics. In fact, nearly half (47%) of millennials share politics content online, and 37% share content about family and parenting," writes the report authors.

According to comScore Millennials make up about one-third of the US online population.

Researchers with ShareThis compared the online browsing behavior and social patterns of 58 million US millennials and more than 2 billion social signals to come their conclusions.

Image via Shutterstock

Tags: millennial demographic, ShareThis, social marketing, social marketing trends, social sharing

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