- 22% of online American women had forwarded a link to an article about a brand, compared to 14% of men;
- 21% of women had forwarded a link to a brand’s or product’s website, versus 11% of men; and
- 13% of women had forwarded a link to a brand’s or product’s video, compared to 9% of men.
While one might expect sharing to be highest among the youngest respondents, that was not the case among American respondents. The 35-49 group was most likely to have shared a link to a brand’s or product’s website (20%) or video (14%). 18-34-year-olds and 35-49-year-olds were equally as likely to have forwarded a link to an article (each at 20%).
Some other demographic differences emerged:
- Those from high-income households were the most likely to have participated in each sharing activity;
- Married respondents were significantly more likely than non-married respondents to have shared a link to a brand website (19% vs. 12%);
- The likelihood of having shared a link to a brand’s website or video increased alongside educational level;
- Business owners were roughly twice as likely to have participated in each activity than non-business owners, while the gap was even larger between senior executives and decision-makers and respondents not in those positions.
Interestingly, American respondents were less likely to share links to brand’s websites and videos than the average respondent across the 24 countries tracked. Demographic variances also differed on a global level: the gender discrepancies vanished, while a clear age dynamic (higher sharing propensity among younger respondents) emerged.
Respondents in South Africa were the most likely to have shared a link to an article about a brand or product (32%), while those in Japan (2%) were the least likely. When it came to forwarding a link to a brand’s or product’s website, Turkish respondents (35%) topped the list, with the Japanese (3%) again at the bottom. The same two countries appeared at both ends of the spectrum in terms of forwarding links to brand or product videos (28% and 1%, respectively).
About the Data: The data is derived from the Global @dvisor Wave 43 (G@43), an Ipsos survey conducted between March 5th and 19th, 2013.
The survey instrument is conducted monthly in 24 countries around the world via the Ipsos Online Panel system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.
For the results of the survey presented herein, an international sample of 18,147 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Hungary, Indonesia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+.
Weighting was then employed to balance demographics and ensure that the sample’s composition reflects that of the adult population according to the most recent country Census data, and to provide results intended to approximate the sample universe.