ShareThis: Millennials consume 283% more information on Pinterest than average

199IT original compilation

Millennials (18 to 34 years old) are the generation that likes to share content on social networking sites the most, and new research from ShareThis shows the sharing habits of millennials. Because online sharing can be as influential as private recommendations, it is important to understand the social network sharing habits of millennials. ShareThis's report shows the types of content millennials share on various social networking sites, as well as the time of year when they often share content.

The results show that:

• Millennials share 22% more arts and entertainment content on Twitter than average, while Pinterest is below average in this category.
• Millennials share 132% more business and financial content on Twitter than average, the highest of the four platforms.
• For family and parenting-related content, Pinterest (+13%) and Facebook (+11%) were above average, but Twitter (-17%) and Reddit (-13%) were below average.
• For health and fitness content, Facebook is slightly above average, while Twitter and Reddit are well below average.
• For politics-related content, Reddit (+23%) was the most shared, while Pinterest (-94%) was the least shared channel;
• Science and technology information was shared most on Reddit (+56%), but Pinterest (-12%) and Facebook (-10%) were both below average;
• For sports content, Twitter (+103%) was the most popular, while Pinterest (-86%) was the least popular;
• In terms of consuming information, content shared on Pinterest was 283% higher than the average, while Facebook (-26%) and Twitter (-15%) were both below average.

So what do millennials like to share the most? Politics and government content ranks first, with 47% of millennials sharing this content, which is more than twice the proportion of the entire population. It is followed by family and parents (38%), food and drink (34%), fashion and beauty (32%), culture and religion (31%), business (31%), and technology (30%).

Interestingly, 18-25 year old millennials are more willing to share information about politics, government, and business than 26-34 year olds. Conversely, 26-34 year old millennials are more willing to share information about travel and leisure content, family, and gardening.

U.S. Census data shows that 35% of millennial households have children, and the study noted that these families share more content during the day.

It’s true that millennials share content at two peak times: one in the early afternoon and another during prime time, but families with children are more likely to share content between 11 a.m. and 3 p.m.

Compiled from: MarketingCharts Translator: Sun Ying