According to a report just released by Sharpe Partners, a marketing agency, 89% of US adult Internet users share content with friends, family and associates by e-mail, and they do so often.
The study on viral marketing reported that 63% of the respondents share content at least once a week, and 25% share daily or almost daily.
The e-mails are also usually shared with more than one person, with some 75% of respondents forwarding content to up to six other recipients.
What kind of viral content is most popular? In a word, humor.
People seem to love forwarding jokes and cartoons, though the second most popular category sent, news, is not always funny.
For companies looking to employ a viral marketing program, the study found that adding overt brand messages only slightly reduces the likelihood that the content will be shared. Over 40% said they are more or slightly more likely to send marketing-related messages. Only 5% refuse to share content that contains a clear brand message
As a Sharpe Partners spokesperson said, "It is clear that viral marketing is a low-risk approach." The vast majority of those who receive e-mails with brand sponsorships, 89%, said they had no adverse feelings.
In fact, the study identified a group it called "Brand Fans," who are so viral they are contagious. Over 80% of them feel positively about Brand sponsored content shared at least once a week, and 35% share daily. They are also most likely to share with ten or more people.
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