89% Share

Thanks to One Degree, here's some recent interesting factoids from Sharpe Partners on the amount of online email sharing (base of 1000+ US adult Internet users).

Sharing Incidence: 89% of adult Internet users share content with others via email; 63% do it at least every week.

Sharing Frequency: 75% share emails with others almost daily

Sharing Breadth: - average up to 6 recipients

Sharing Content:
Jokes and humour 88%,
News 56%
Health/medical info 32%
Religious/spiritual info 30%
Games 25%
Personal finance 24%
Sports/hobbies 24%
Pornography 12%

Sharing  Audiences:
Consistent with our research, many segments share email but the strongest referring targets are women in their late 30s and early 40s with a skew toward higher education

Sharing Sponsorship: On balance, people actually prefer branded sponsorship of messages - 19% are more likely to share sponsored vs. 7% unsponsored

Sharing Marketing Messages: Beware of being overtly promotional - if its seen as marketing-related  - 43% are more likely to share, 56% less likely to share