Snippet from an infographic outlining the details of social sharing from the US. The selection of University studies cited applies a psychological approach to understanding emotive motivations behind the process. The argument being these reward mechanisms are leading us to over share, ultimately exposing users to risks online. Hypothetically this could lead to a situation where social media activity sees a decline in sharing as people are more reserved with what they chose to post online. However, the report also outline that 50% of US consumers aged 18-34 would be willing to trade personal data for discounts. Further bolstering the view point that much of the focus in the coming years may come in encouraging consumers to provide brands with their social data. These empowered consumers, while ultimately in control, may trade in this data for incentives or more personalised services. The advantage for brands, the ability to access this social information alongside behavioural data and generate valuable consumer insight.