66% of consumers are sharing less on social media in 2019, says report
66% of consumer are sharing less on social media in 2019, according to a new study by Mindshare entitled Trends 2019.
The 96-page report provides an in-depth analysis of the trends and changes occurring in key areas of technology, communications and culture.
One key chapter ‘mindful media’, focuses on the impact technology is having on our mental health, and how consumers are increasingly sceptical of data and social media.
It found that, in 2019, 66% of consumers are sharing less about their lives on social media, and 61% of consumers are doing more to monitor their own screen time.
59% of respondents found the prospect of social media companies running courses to educate children about how to use tech responsibly appealing, and 51% said they would welcome pop-up messages on social media warning about excessive usage.
Cas Paton, managing director of OnBuy.com, which analysed the report, comments: “Our dependence on digital platforms has left many with anxiety. It can make us feel distrustful – and rightly so.
“We know how easily data can be manipulated, how insidious fake news can be. At the same time, technology is beginning to lose its mystique.
“Take GDPR for example. Perhaps, for the first time, we feel more informed and aware. As a result, consumers are taking ownership of their data and social media pages are a great place to start.
“This is reflected in the data we have analysed; we are sharing less, monitoring usage and managing what we do and do not see.
OnBuy has also provided a guide of four steps businesses can take to produce authentic social media content for increasingly discerning audiences.
Among the tips they provide are finding a strong brand voice, which presents a clear vision and keeps communication consistent. They also suggest making posts personable, and avoiding automated responses.
They highlight the importance of providing social content beyond simply ‘call to action’ posts that ask something of the viewer.
And lastly, they suggest a policy of honesty and transparency when it comes to products or services – viewers in 2019 are likely to see through any disingenuity very quickly.