Social media users probably won’t read beyond this headline, researchers say | Penn State University

A study led by Penn State researchers revealed that more than 75% of people don’t click through links to read the full content prior to sharing the link on Facebook.    Credit: VioletaStoimenova/Getty Images. All Rights Reserved.

UNIVERSITY PARK, Pa. — 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, appeared 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.

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