January 31, 2006

According to a new report produced by Sharpe Partners, 89 percent of US Internet users share email content with friends, family and associates. Also, they do it a lot more often than some would tend to believe.

Sharpe Partners' survey on viral marketing reports that 63 percent of respondents actually share email content at least once a week. The report then says 25 percent share content 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.

Source: eMarketer

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