Congratulations. Reading this far into the story is a feat not many will accomplish, especially if shared on Facebook, according to a team led by Penn State researchers.
In an analysis of more than 35 million public posts containing links that were shared extensively on the social media platform between 2017 and 2020, the researchers found that around 75% of the shares were made without the posters clicking the link first. Of these, political content from both ends of the spectrum was shared without clicking more often than politically neutral content.
The findings, which the researchers said suggest that social media users tend to merely read headlines and blurbs rather than fully engage with core content, were published today (Nov. 19) in Nature Human Behavior. While the data were limited to Facebook, the researchers said the findings could likely map to other social media platforms and help explain why misinformation can spread so quickly online.
“It was a big surprise to find out that more than 75% of the time, the links shared on Facebook were shared without the user clicking through first,” said corresponding author S. Shyam Sundar, Evan Pugh University Professor and the James P. Jimirro Professor of Media Effects at Penn State.
The researchers found that these links were shared over 41 million times, without being clicked. Of these, 76.94% came from conservative users and 14.25% from liberal users. The researchers explained that the vast majority—up to 82%—of the links to false information in the dataset originated from conservative news domains.
