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Social media users probably won't read beyond this headline, researchers say (phys.org)

submitted 2 days ago by tardigrada to c/technology

18 comments fedilink hide all child comments

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.

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[–] Someonelol@lemmy.dbzer0.com 43 points 2 days ago (1 children)

I'm grateful for OPs who paste at least some of the relevant information into the post without having to click on the link. Personally it's better to avoid going to the site since you're bombarded with cookie notices, subscription solicitations, browser notification requests, and even ads of you're not using uBlock.

[–] spizzat2@lemm.ee 12 points 2 days ago

Not to mention the tracking (ok, you mentioned cookie notices, but not the actual tracking) that will ultimately impact your social media feeds.

"Huh, my friend-across-the-aisle just posted something that contradicts my world view, but I'm not sure I trust that site. If I click on it, will my feed suddenly be flooded with more untrustworthy sources?"

It's usually not worth the risk.