88% of Indian internet users “share” social media content monthly: Ipsos Study

MUMBAI: About nine in ten (88 per cent) online consumers in India indicate that in the past month, they have shared some type of content on social media sites compared to 71 globally. The findings reflect a new poll of 18,150 respondents conducted by Ipsos OTX - the global innovation center for Ipsos, the world’s third largest market and opinion research firm. About one in ten (12 per cent) indicate they ‘haven’t shared any content in the past month’. 


The most popular shared item found in the poll is pictures, as about six in ten (58 per cent) indicate they have shared pictures online in the past month. Following next are: ‘my opinion’ (56 per cent), ‘links to articles’ (37 per cent), a ‘status update of what/how I’m doing’ (36 per cent), ‘news items’ (34 per cent), ‘something I like or recommend, such as a product, service, movie, book, etc.’ (32 per cent), ‘status update of what I’m feeling’ (29 per cent), ‘video clips’ (29 per cent), ‘links to other websites’ (27 per cent), ‘reposts from other people’s social media posts’ (25 per cent), ‘plans for future activities, trips, plans’ (17 per cent) and ‘other types of content’ (15 per cent). 


Of the online consumers, those from Turkey (93 per cent) are most likely to indicate they have shared any content online in the past month, followed nine in ten in each of: Mexico (89 per cent), Brazil (88 per cent), India (88 per cent), Indonesia (88 per cent), Argentina (86 per cent), South Africa (86 per cent) and China (85 per cent). This group of highly engaged content-sharers is followed by Russia (79 per cent), Saudi Arabia (78 per cent), Spain (75 per cent), Hungary (83 per cent), South Korea (73 per cent), Italy (71 per cent), Poland (64 per cent) and Sweden (64 per cent) rounding out the middle of the pack. The lower groups of social media sharers begin with Australia (63 per cent), Belgium (62 per cent), the United States (60 per cent), Canada (59 per cent), Great Britain (58 per cent), France (49 per cent), Germany (44 per cent) and Japan (30 per cent). 


As for demographics, Indian citizens indicated that those under the age of 35 (92 per cent) are most likely to share any type of content on social media sites, in particular when compared with those aged 35 to 49 (86 per cent) and those 50 to 64 (78 per cent). Women (88 per cent) appear somewhat more likely than men (89 per cent) to have shared some content in the past month.

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