What Marketers Can Learn from Consumers’ Sharing Habits

Email is still the main way consumers share, but the content they share has lessons for marketers



Consumers are sharing content online in a variety of ways, and using different platforms to share with different groups of people.

For the April 2011 “Content is the Fuel of the Social Web” report, AOL and Nielsen Online analyzed more than 10,000 social media messages to see how consumers share content online. The study found that 93% of internet users turn to email to share content, while 89% use social networks and 82% use blogs.

Web users, however, use different platforms to share online content with different groups of people. Social networks are the top method for sharing content with friends, as 92% of users do so, while email is the most popular way to share with family (86%) and colleagues (26%). In sharing online content with the general public, consumers prefer to use message boards (51%) or blogs (41%).

People with Whom US Internet Users Share Online Content, by Method, Dec 2010 (% of respondents)

How people share content on line can help you with your marketing.


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