When millennials see interesting content, they’re more likely than the general population to share it with their social networks. According to a June 2014 study by ShareThis, 25% of US millennial internet users shared digital content via social, with an average four shares per week—3.6 times and 2.1 times more than the total online population, respectively.
Where are millennials most likely to share? Facebook was the primary social channel used, with 55% of all content shares. But millennials were more likely than total internet users to post on other platforms, as well. For example, Twitter and Pinterest each grabbed 10% of content shares by millennials, compared with respective portions of 7% and 5% among all web users.
Shares by millennials do more than take up space on friends’ feeds—they influence purchases, too. ShareThis reported that millennials were more likely than older generations to make a purchase based on content shared by one of their peers on social. Two-thirds of 18- to 34-year-olds were at least somewhat likely to do so, compared with 53% of those ages 35 to 44. Read the rest at eMarketer.