Almost two-thirds (64%) of consumers surveyed across 6 countries – including three-quarters in the US – share content online, per new data shared by Adobe from its State of Content report [PDF]. Among those who share external content such as articles and photos, the top motivation for doing so is to make people laugh (37%), per the report, reflecting separate results indicating an affinity for humorous and entertaining content from brands.
In fact, 70% of respondents (75% in the US) agreed that when companies are funny it helps them be more relatable, and two-thirds (71% in the US) believe that content plays an entertaining role in their life. Of note, Ipsos research from 2013 suggested that Americans are more likely to share “funny” than “important” content on social media. Read the rest at MarketingCharts.