Pew Internet estimates two-thirds of tweeted links to popular websites are posted by automated accounts. Among the key findings of this research:
- Of all tweeted links to popular websites, 66% are shared by accounts with characteristics common among automated “bots,” rather than human users.
- Among popular news and current event websites, 66% of tweeted links are made by suspected bots – identical to the overall average. The share of bot-created tweeted links is even higher among certain kinds of news sites. For example, an estimated 89% of tweeted links to popular aggregation sites that compile stories from around the web are posted by bots.
- A relatively small number of highly active bots are responsible for a significant share of links to prominent news and media sites. This analysis finds that the 500 most-active suspected bot accounts are responsible for 22% of the tweeted links to popular news and current events sites over the period in which this study was conducted. By comparison, the 500 most-active human users are responsible for a much smaller share (an estimated 6%) of tweeted links to these outlets.
- The study does not find evidence that automated accounts currently have a liberal or conservative “political bias” in their overall link-sharing behavior. This emerges from an analysis of the subset of news sites that contain politically oriented material. Suspected bots share roughly 41% of links to political sites shared primarily by conservatives and 44% of links to political sites shared primarily by liberals – a difference that is not statistically significant. By contrast, suspected bots share 57% to 66% of links from news and current events sites shared primarily by an ideologically mixed or centrist human audience.
H/T to Gary Price’s InfoDocket post. — Joe