B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
90%
90% -- passive content consumers share for social media users (2025)
According to Nielsen Norman Group's 90-9-1 rule, 90% of users consume content passively.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen Norman Group
Primary
Tier B
https://www.studio-thirtyfour.com/insights/crafting-brand-strategies-that-drive-real-growth ↗
Source Article
Social media lurkers: your most valuable audience
Discover how to reach and convert the silent majority—social media users who watch but don’t engage. A guide for smarter strategies in 2025.
Social media lurkers: your most valuable audience
Discover how to reach and convert the silent majority—social media users who watch but don’t engage. A guide …
Original Research
Nielsen Norman Group
· Original study ↗
Methodology
Nielsen Norman Group's 90-9-1 participation inequality rule, cited as still holding true in 2025
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
social media users: 90% passive content consumers share. Source: Nielsen Norman Group (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/social-media-passive-consumers-9091-rule-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/social-media-passive-consumers-9091-rule-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- passive content consumers share for social media users<br><small>Source: Nielsen Norman Group (2025) · <a href="https://lighthousedata.io/data/social-media-passive-consumers-9091-rule-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.