Have you ever copied a link from a website and forwarded it on to a friend via email or text message?
More than nine in ten of us have. Indeed, this “dark social sharing” is so commonplace that it dwarfs sharing on Facebook and Twitter… combined.
A RadiumOne study found that 93 percent of internet users worldwide had shared content via dark social. Interestingly, more users aged 55 or over had shared via this method than those in younger demographics.
Globally, dark social is used about three times as often as Facebook to share content, and more than eight times that of other social platforms (such as Twitter). The ratio skews lower in North America but significantly higher in Europe, particularly France.