Nearly Half of All Consumers Share Content Online, Mostly By Email
By Anna Johnson on October 21st, 2010Nearly half (49 percent) of consumers share content online at least once per week. The vast majority (86 percent) do so via email, whilst a significant 49 percent do so via Facebook.
According to a U.S. survey of 1,504 adults by Chadwick Martin Bailey and iModerate Research Technologies, consumers aged 18-34 years old tend to share content via email and social networks to the same extent, whilst 93 percent of those aged 35 and over primarily use email to share content.
What kind of online content do people share?
The research indicates that people predominately share content featuring entertainment value. 72 percent of people share something because they find it interesting or entertaining and 58 percent share something because they think it will ‘get a laugh’. Over half (58 percent) of people share content they think the recipient might value.
Do people care if the content is from a marketer?
Those who share content are not swayed so much by where the content comes from or whether it is branded or non-branded. 58 percent of consumers don’t believe that it matters whether or not content is branded or non-branded, whilst 14 percent are more likely to share branded content, and 10 percent are less likely to share content that is branded.
