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Posted on 2.08.2006

According to a new study on viral marketing by Sharpe Partners, almost ninety percent of Internet users share content via email, for many confirming the power and potential of viral marketing.

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Some 63 percent of respondents say they share content at least once a week, with 25 % sharing daily or almost daily, and as many as 75% of the respondents forward this content to up to six other recipients. "We knew a lot of people were sharing content, but even we didn't expect it to be so pervasive," said Kathy Sharpe, CEO of Sharpe Partners.

In addition to highlighting the rampant frequency of content sharing, the study generated some interesting results regarding the type of content that is sent. The most popular content is humorous material, with 88 % forwarding jokes or cartoons. The second most popular category is news (56%), followed by healthcare and medical information (32%), religious and spiritual material (30%), games (25%), business and personal finance information (24%), and sports/hobbies (24%).

The lesson from all of this is to give your users the opportunity to share your content and the power of "word of mouth" or the self-propelling viral marketing will maximize any Web marketing campaign's success. The challenge is developing content that Internet users will want to share on a consistent basis with their sphere of influence.

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