Today we draw on data from our new Insight Report on Social Networking Motiviations to look at the most important reasons people have for using social platforms.
Globally, internet users are most likely to use social networks to keep in touch with what their friends are doing. Getting news updates and filling up spare time are then in joint second position.
These top three motivations have one common characteristic – they are all related to passive forms of networking. Indeed, as we explore further in our Passive Facebooking report, many social media users are coming to view social networks as sources of content rather than platforms which require active contributions.
Equally telling is that only 27% of internet users say that they are using social media to share details about their daily life. By some margin, this motivation is less important to networkers than sharing opinions or photos/videos. Clearly, then, many internet users have become more comfortable using social media to publish content rather than broadcast personal details.