89% of adult internet users share content via email, according to a survey by Sharpe Partners. 63% share content at least once a week.


89% of adult internet users share content via email, according to a survey by Sharpe Partners. 63% share content at least once a week, and 25% share daily or almost daily.

Kathy Sharpe, CEO of Sharpe Partners, said: “We knew a lot of people were sharing content, but even we didn’t expect it to be so pervasive. But, the real challenge for interactive marketing firms like ours is developing content that these people will want to consistently share with a wide, yet focused circle of acquaintances.” [Source]

The study also revealed that 88% sent jokes or cartoons, 56% sent news and 32% sent healthcare and medical information. 30% sent religious and spiritual material, 25% sent games, 24% sent business and personal finance information and 24% sent mails on sports/hobbies.

The study found that 56% of the respondents were less or slightly less likely to share content that had brand messages in them. 43% said they were more or slightly more likely to send marketing-related messages. 5% refused to send messages which had a brand message in them.

75% said brand sponsorship has no effect on whether or not they will forward a message, 19% said it has a positive impact and 7% said it has a negative impact.

Kathy Sharpe, said: “While subtlety is often the key for branded content in a successful viral marketing campaign, it appears that overt branding will do little harm to the efficacy of the campaign.

We also discovered that those who share content more frequently are less inclined to view brand affiliation as a negative, so the key becomes targeting those individuals.” [Source]

For more information on the results of the study, click here.

 

 

 

 

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